Chapter 3 Building Goodwill

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Goodwill
Build goodwill through
You-attitude Positive emphasis Bias-free language

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You-Attitude
Looks at things from audiences viewpoint Emphasizes what audience wants to know Respects audiences intelligence Protects audiences ego

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Five Ways to Create You-Attitude

1. 2. 3. 4. Talk about audience, not yourself. Refer to readers request or order. Dont talk about feelings. In positive situations, use you more often than I. Use we when it includes the audience. 5. In negative situations, avoid you.

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Talk About Audience, Not Yourself

Tell how message affects the audience Dont mention communicators work or generosity Stress what audience wants to know
Lacks you-attitude We designed a new Web site for you. Contains you-attitude Your Web site redesign is now online.
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Yourself

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Refer to Readers Request or Order

Make specific references, not generic
Name content of order for person or small business Cite purchase order numbers for customers that order often
Lacks you-attitude We shipped your order. Contains you-attitude Your order for 235 bicycle tires will arrive on Sept. 23. 2009 The McGraw-Hill Companies, All Rights Reserved

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Dont Talk About Feelings

Express your feelings to
Offer sympathy to audience Congratulate audience

Dont talk about audiences feelings Dont predict audiences response Give audience good news
Lacks you-attitude We are excited to have you as a customer. Contains you-attitude Your new membership guarantees the lowest prices 2009 The McGraw-Hill Companies, All Rights Reserved possible.

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In Positive Situations, Use You More Often Than I. Use We If It Includes the Audience
Use you in positive situations Avoid I in printed text Avoid we if it excludes the audience
Lacks you-attitude We are now giving you a raise. Contains you-attitude Your raise will be effective Jan. 1.
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Avoid You in Negative Situations

Protect audiences ego Avoid assigning blame
Use passive verbs Use impersonal style
Talk about things, not people Lacks you-attitude You were late this morning. Contains you-attitude The timecard was not punched on time today.
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Positive Emphasis
Way of looking at situations Communication focuses on the positive Create positive emphasis through
Words Information Organization Layout
Half full or half empty?
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Five Ways to Create Positive Emphasis

1. Avoid negative words 2. Focus on what audience can do, not limitations 3. Justify negative information by giving reason or linking to audience benefit 4. Omit unimportant negatives 5. Put negative information in the middle and present it compactly
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Tone, Power, & Politeness

Tone implied attitude of the communicator toward the audience Good tone
Businesslike, not stiff Friendly, not phony Confident, not arrogant Polite, not groveling

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Reducing Bias
Bias-free language words that do not discriminate on basis of
Sex Age Race Physical condition

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Making Language Nonsexist

Treat both sexes neutrally
Businessman = Business person Woman doctor = Doctor Manning = Staffing

Dont assume everyone is heterosexual or married

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Making Language Nonsexist, continued

Use Ms. as courtesy title for women
Use professional title instead (if any) Use Miss or Mrs. if audience prefers it

Determine proper courtesy title for letter address and salutation Omit sexist generic pronouns
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Making Language Nonracist & Nonagist

Give age or race only if relevant Refer to a group by term it prefers Dont suggest competence is rare:
She is an asset to her race. He is an active 83-year-old.

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Talking about People with Disabilities & Diseases

People-first language Name person first; add disability or disease if relevant Dont imply that disability or disease defines person Dont use negative terms, unless audience prefers them (deaf vs. hard of hearing)

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