Bài giảng Business Communication - Chapter 5 Writing for a Positive Effect

Chapter 5Writing for a Positive Effect© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Understand the power of positive effect.Use a natural, conversational style.Cut out rubber stamps.Use the you-viewpoint.Use positive language to create goodwill.Be courteous.Manage emphasis with 3 techniques.Chapter OverviewPay attention to the human-relations purpose of your message.The right effect can help build goodwill.Goodwill improves coworker, client, and customer relationships.You can build goodwill through using a conversational style, cutting out rubber stamps, and using you-viewpoint.The Power of Positive EffectStiff and DullConversationalEnclosed is the brochure you requested.Here are the procedures for returning your purchase and obtaining a refund. Enclosed please find the brochure about which you inquired. In reply to your July 11 letter, please be advised that your adherence to the following instructions will facilitate the processing of your return. Use a Conversational StyleAt an early dateAttached please findComplying with your favor ofDue to the factHit the roadBite the hand that feeds youTake it with a grain of saltToo many irons in the fireI am happy to be able to answer your messageWe are pleased to announceI have received your messageThis will acknowledge receipt ofThis is to inform you thatThanking you in advanceThank you for your timePlease let me know if you have any questionsCut Out Rubber Stamps© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. In openingsWe beg to advise . . . .This is to inform you . . . .In contentsWe deem it advisable . . . .Attached herewith . . . .Please be advised . . . .In endingsAnticipating your favorable response,Thanking you in advance,Avoid Dated Clichés Makes the reader the center of attentionEmphasizes the reader’s perspective rather than the writer’s perspectiveFocuses on reader’s needs and concernsEmphasizes reader benefitsGives writing a friendly toneYou-ViewpointWe: We are happy to have your order for Hewlett-Packard products, which we are sending today by UPS. You: Your Hewlett-Packard printers were shipped by UPS today and should reach you by noon tomorrow. We: We sell the Chicago Cutlery set for the low price of $24.00 each and suggest a retail price of $36.50.You: With a cost of only $24.00, each Chicago Cutlery set you sell at $36.50 will bring you a $12.50 profit.We: Our policy prohibits us from permitting outside groups to use our facilities except on a cash-rental basis. You: Our policy of renting our facilities to outside groups ensures that our full range of services will be available to your guests. Examples of You-ViewpointWould you rather buy a used or pre-owned car?Words have emotional connotations.Positive words trigger positive feelings, negative words trigger negative feelings.Choose positive words for a positive response.Accentuate the Positive--Patricia T. O’ConnerWords Fail MePositive Effect in Action Write as though you were addressing intelligent people you understand and respect. Don’t patronize them, but don’t talk over their heads.© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 5-*