0. You-attitude looks at things from the reader’s point of view, is a concrete way to show empathy, and is the foundation of persuasion. It is also a matter of style. Often, we can create you-attitude by changing words. Sometimes, however, it’s necessary to revise organization and content as well as style to create the best document.

1. You-Attitude To learn how to Begin building goodwill.
Continue to adapt your message to the audience.
Emphasize what the reader wants to know.
See another point of view.

2. Start by answering these questions:
You-Attitude
Start by answering these questions:
How do I create you-attitude in my sentences?
Does you-attitude basically mean using the word you?
I’ve revised my sentences. Do I need to do anything else?

3. 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.

4. To Create You-Attitude
Talk about the reader.
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.
You-attitude involves empathy—the ability to see things from another person’s point of view. Think about your audience during each step of the writing process. It means more than simply using the word “you.”

5. You-Attitude Examples
Lacking: We are shipping your order of September 21 this afternoon.
Better: The two dozen Corning Ware starter sets you ordered will be shipped this afternoon and should reach you by September 28.
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.
Business readers generally prefer messages that focus on what can be done. Good you-attitude helps the reader to feel empowered.

6. You-Attitude Examples continued
Lacking: You’ll be happy to hear that your scholarship has been renewed.
Better: Congratulations! Your scholarship has been renewed.
Lacking: You failed to sign your check.
Better: Your check was not signed.
Business readers generally prefer messages that focus on what can be done. Good you-attitude helps the reader to feel empowered.

7. You-Attitude in Different Situations
In a positive message, focus on what the reader can do.
Avoid you when it criticizes the reader or limits the reader’s freedom.
Business readers generally prefer messages that focus on what can be done. Good you-attitude helps the reader to feel empowered.

8. You-Attitude in Different Situations continued
In a job application letter, show how you can help meet the reader’s needs, but keep the word you to a minimum.
Even though a job application letter is about your skills and experiences, keep the word “you” to a minimum. Instead, focus on how those skills and experiences can help the reader.

9. 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.
Tailor the content of the message to the needs of the audience. In particular, be complete by giving the audience all of the information it needs to understand or act upon the message.

10. For Goodwill with Organization
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.
Organize your information so that the most important items for the reader come first. Avoid putting the emphasis on you or your organization.