1. Positive emphasis is one of the building blocks of good business writing. Using positive emphasis means looking at the glass as “half full” instead of “half empty” in situations where that is possible. You can create positive emphasis with the words, information, organization, and layout you choose.

2. Positive Emphasis To learn how to Continue building goodwill.
Emphasize the positive.
Use positive emphasis ethically.
Begin to choose an appropriate tone.

3. Start by answering these questions:
Positive Emphasis
Start by answering these questions:
How do I create positive emphasis?
What’s the best way to apologize?
Why do I need to think about tone, politeness, and power?

4. Some Negatives Are Necessary
To build credibility when giving bad news.
To help people to take a problem seriously.
While business readers generally prefer to see the glass as “half full,” some negatives may be necessary for readers. In those situations, be tactful in how you present negatives.

5. Some Negatives Are Necessary continued
To deliver a rebuke with no alternative.
To create a “reverse psychology” to make people look favorably at your product or service.

6. To Create Positive Emphasis
Avoid negative words.
Focus on what the reader can do.
Justify a negative—give a reason or link it to a reader benefit.
Most business readers prefer to see the glass as “half full” instead of “half empty.” Therefore, so long as the message is clear and accurate in this regard, use positive words, and focus on what can be done.

7. To Create Positive Emphasis continued
Omit unimportant negatives.
Put the negative in the middle and present it compactly.

8. Some Common Negative Words
Afraid
Bad
Careless
Delay
Delinquent
Deny
Difficulty
Error
Fail
Fault
Loss
Misfortune
Mistake
Neglect
Never No
Problem
Reject
Sorry
Terrible
Trivial
Wrong
Unfair
Unfortunate
Most business readers prefer to see the glass as “half full” instead of “half empty.” Therefore, so long as the message is clear and accurate in this regard, use positive words, and focus on what can be done.

9. Positive Emphasis Examples
Lacking: We have failed to take inventory.
Better: We will be finished taking inventory Friday.
Lacking: This exercycle is not guaranteed for life.
Better: This exercycle is guaranteed for 10 years.
Most business readers prefer to see the glass as “half full” instead of “half empty.” Therefore, so long as the message is clear and accurate in this regard, use positive words, and focus on what can be done.

10. Positive Emphasis Examples continued
Lacking: Now Crispy Crunch tastes better.
Better: Now Crispy Crunch tastes even better.
Lacking: If you are not satisfied with Interstate Fidelity Insurance, you do not have to renew your policy.
Better: Omit the sentence.
Most business readers prefer to see the glass as “half full” instead of “half empty.” Therefore, so long as the message is clear and accurate in this regard, use positive words, and focus on what can be done.

11. Both are issues of power.
Tone and Politeness
Both are issues of power.
Tone is the implied attitude of the writer toward the reader.
Don’t use the same tone with a superior as with a peer or subordinate.
Understanding that tone and politeness are issues of power can help you avoid offending people by mistake. The desirable tone for business writing is businesslike, friendly, and polite. While people may measure politeness differently, most people expect to be treated with courtesy and respect.

12. Be aware of the power implications of words.
To Achieve Good Tone
Use courtesy titles for people outside the organization you don’t know very well.
Be aware of the power implications of words.
When you must give bad news, consider hedging your statement.
Words that may seem friendly from a superior to a subordinate may seem uppity if used by the subordinate with the superior. Analyze your audience carefully, and bear in mind that the same words with a different audience can have an entirely different effect.

13. Be aware that apologies have legal implications.
Apologizing
If you must, apologize
Early.
Briefly.
Sincerely.
Be aware that apologies have legal implications.
While you can build goodwill by admitting you are at fault forthrightly, apologies can have legal implications. Check with your organization to determine if it prefers using apologies.