Chapter 4 You-Attitude.pptx

You- Attitude Module Four ©2014 The McGraw-Hill Companies, Inc. All right...

You- Attitude Module Four ©2014 The McGraw-Hill Companies, Inc. All rights reserved McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.  You-Attitude  Looks at things from the reader’s point of view.  Respects the reader’s intelligence.  Protects the reader’s ego.  Emphasizes what the reader wants to know. You-attitude is a concrete way to show empathy and the foundation of persuasion. 6-2  How do I create you-attitude in my sentences?  Talk about the reader.  Refer to the reader’s request or order specifically.  Don’t discuss feelings, except to offer congratulations.  In positive situations, use you more than I. Use we when it includes the reader.  Avoid you in negative situations. 6-3  Talk about the Reader, Not about Yourself  Readers want to know how they benefit or are affected.  When you provide this information, you make your message more complete and 6-4  Talk about the Reader, Not about Yourself Lacks you-attitude: We are shipping your order of September 21 this afternoon. You-attitude: The two dozen CorningWare starter sets you ordered will be shipped this afternoon and should reach you by September 28. 6-5 Refer to the Reader’s Request or Order Specifically Lacks you-attitude: Your order... You-attitude (to individual): The desk chair you ordered You-attitude (to a large store): Your invoice #783329 6-6  In Positive Situations, Use You More Often than I. Use We When It Includes the Reader  Talk about the reader, not you or your company. Lacks you-attitude: We provide health insurance to all employees. You-attitude: You receive health insurance as a full-time Procter & Gamble employee. 6-7  You-Attitude Examples  Don't Talk about Feelings, Except to Congratulate  In business your feelings are irrelevant and should be omitted. All the reader cares about is the situation from his or her point of view.  Ex1:  Lacking: We are happy to extend you a credit line of $5,000.  Better: You can now charge up to $5,000 on your American Express Card.  You-Attitude Examples continued  Don't talk about the reader's feelings, either.  Ex2:  Lacking: You’ll be happy to hear that your scholarship has been renewed.  Better: Congratulations! Your scholarship has been renewed.  Avoid You in Negative Situations Lacks you-attitude: You failed to sign your check. You-attitude (impersonal): Your check arrived without a signature. You-attitude (passive): Your check was not signed. 6-10  Does you-attitude basically mean using the word you?  All messages should use you- attitude, but the words to achieve it will change depending on the situation.  In a positive message, focus on what the reader can do.  Q) "We give you" lacks you-attitude, why?  Avoid you when it criticizes the 6-11  Does you-attitude basically mean using the word you?  In a job application letter, show how you can help meet the reader’s needs, but keep the word you to a minimum. 6-12  I’ve revised my sentences. Do I need to do anything else? 6-13  To Create Goodwill with Content  Be complete.  Anticipate and answer questions readers are likely to have.  For information the reader did not ask for, show why it is important.  Show readers how the message’s subject affects them.  To Create Goodwill with Content  Organization of the message is an important to build goodwill. How?  Put information -readers are most interested in- first.  Arrange information to meet your reader’s needs, not yours.  Use headings and lists so that the reader can find key points quickly.  Since we have good news for the reader, we should put that information first.  The message should be clear, easy to read, and  Write a message to your department head. 6-16