1. Chapter 5 Writing 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.

2. Beginning Thoughts Dear Mr. Morley
Your December 3rd complain was received and contents noted. After reviewing it, I regret to report that I must refuse your claim. If you will read the warranty brochure, you will see that the shelf you bought is designed for light loads-a maximum of 800 pounds. You should have bought the heavy-duty product.
I regret the damage this mistake caused you and trust that you will see our position.

3. Beginning Thoughts
In this message you detect a tone that is not pleasant.
The words are impolite.
Instead of showing concern for the reader, they are blunt, tactless, and unfriendly.
Overall, they leave a bad impression in the reader’s mind --- the impression of a writer, and a business, unconcerned about the needs for good human relations.

4. The Power of Positive Effect
Written communication within a business primarily requires clarity in supplying information.
However, good communication does not just stop there.
You also want to gain and later maintain a favorable image and relationship.
For example- current and perspective clients

5. The Power of Positive Effect
The right communication effect can help build GOODWILL.
Goodwill improves stakeholder relationships.
It makes doing dealings with people friendly, courteous and enjoyable.
It is a major and expected part of good business etiquette.

6. How to Achieve this Effect?
Conversational style writing
Writing from a YOU-viewpoint
Accentuate Positive Language
Courtesy

7. Use a Conversational Style
By conversational language we mean the language that resembles a conversation.
Instead of writing in formal, stiff and often unused words it is encouraged to use conversational and everyday-use words.
Is warm, natural and personable.
A language that readers like and understand easily.

8. Resist the Tendency to be Formal
Writing in conversational language is not easy, we tend to be stiff and formal.
We seek the big word, the difficult word. The result is cold and an unnatural style
One that doesn’t produce the goodwill effect you want your messages to have.

9. Resist the Tendency to be Formal
Stiff and Dull
Conversational
Enclosed herewith is the brochure about which you inquired.
I shall be most pleased to avail myself of your kind suggestion when and if prices decline.
Enclosed is the brochure you requested.
I shall gladly follow your suggestion if prices fall.

10. Cut Out ‘Rubber Stamps’
Also called Clichés
Whenever a certain situation occurs we use it without much thought.
Likely to not impress readers.
Gives the feel that the writer has no special concern for them and giving readers the routine treatment.
© 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.

11. Cut Out ‘Rubber Stamps’
These phrases, while once quite appropriate, have become stale with overuse.
A blessing in disguise
Last but not the least
Back against the wall
© 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.

12. Cut Out ‘Rubber Stamps’
Expressions from the old language of business are rubber stamps.
1. I humbly request you to ….
2. I beg to state that…
Avoid using these rubber stamps by writing in your conversational vocabulary.
© 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.

13. You-Viewpoint
Emphasizes on you/your (reader) as opposed to we/our (writer).
Makes the reader the center of attention.
Focuses on reader’s needs and concerns.
Emphasizes reader benefits.

14. Examples of You-Viewpoint
We: I am happy to report…...
You: You will be happy to know….
We: We make Kodak digital cameras in three levels: beginner, intermediate, and professional.
You: Kodak makes cameras for you in three models: beginner, intermediate, and professional.

15. Accentuate the Positive
A single message can be said in many ways.
The effect of the message will depend on word choices.
Positive words are usually best for message goals, especially where persuasion and goodwill is needed.
Negative words stir up resistance and hurt goodwill.
So beware of strongly negative words (mistake, problems), words that deny (no, do not), and ugly words (itch, guts).

16. Accentuate the Positive
Negative
Positive
1. We cannot deliver until Friday.
2. Smoking is not permitted anywhere except in the lobby.
1. We can deliver the goods on Friday.
2. Smoking is permitted in the lobby only.

17. Courtesy
Courtesy involves the preceding goodwill techniques, and also some other techniques discussed below.
1. Singling out your reader: Write directly for the one reader, do not generalize.
Ex- If we can be of further assistance, please let us know.
Better- Let us know, if you need any further help, Mr. Trump.

18. Courtesy
2. Refrain from preaching: The effect of courtesy is helped by not preaching (lecturing).Usually preaching is not intended. It often results from efforts to persuade.
Ex- You must take advantage of savings like this if you are to be successful. The pennies you save pile up. In time you will have dollars.
Better- Taking advantage of savings might help in saving pennies and ultimately dollars.

19. Courtesy
3. Doing more than is expected: Do a little more than what is required. Goes a long way in building goodwill.
Ex: At the end of question paper, some teachers write “Good luck!” 
4. Avoiding anger: It destroys goodwill. Avoid it by any means.
Ex: If you had read Section IV of your policy, you would have known that you are not covered on accidents that occur on water.

20. Courtesy
5. Be Sincere: Exaggerated statements are obviously insincere. Superlatives (greatest, finest, strongest, etc.) often suggest exaggeration as well.
Ex: Never has there been, nor will there be, a fan as smooth running and whispering quiet as the North Wind.