Communication

1. 5-1
© 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.
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. 5-2
© 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 Overview

3. 5-3
© 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.
• Pay 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 Effect

4. 5-4
© 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.
Stiff and Dull Conversational
Enclosed 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 Style

5. 5-5
• At an early date
• Attached please find
• Complying with your favor of
• Due to the fact
• Hit the road
• Bite the hand that feeds you
• Take it with a grain of salt
• Too many irons in the fire
• I am happy to be able to
answer your message
• We are pleased to announce…
• I have received your message
• This will acknowledge receipt
of
• This is to inform you that
• Thanking you in advance
• Thank you for your time
• Please let me know if you have
any questions
Cut 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.

6. 5-6
© 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 openings
– We beg to advise . . . .
– This is to inform you . . . .
• In contents
– We deem it advisable . . . .
– Attached herewith . . . .
– Please be advised . . . .
• In endings
– Anticipating your favorable response,
– Thanking you in advance,
Avoid Dated Clichés

7. 5-7
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
• Makes the reader the center of attention
• Emphasizes the reader’s perspective rather
than the writer’s perspective
• Focuses on reader’s needs and concerns
• Emphasizes reader benefits
• Gives writing a friendly tone
You-Viewpoint

8. 5-8
© 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.
We: 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-Viewpoint

9. 5-9
© 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.
Would 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

10. Click to edit Master title style
--Patricia T. O’Conner
Words Fail Me
Positive 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. 5-10