4. What is You Attitude?
Looks at
things from
her/his
points of
view
Respect
her/his
intelligence
Protect
her/his
ego
Emphasize
s what
she/he
wants to
know
5. 1 • Talk about the reader, not yourself
2
• Refer to the reader’s request/order specifically
3
• Don’t talk about feelings, except congratulate/sympathy
4
• Use You/We than I
5
• Avoid you in negative situation
How To Create Goodwill?
6. Be Complete
Anticipate & Answer Questions
Show Important Information
Show Readers How The Subjects
Affects Them
Goodwill
Content
9. How to Create Positive Emphasis
Avoid
negative
words &
negative
connotations
words
Focus on
what
she/he
can do
Justify
negative
info by
giving
reason/
added
benefit
Omit
negative
important
informatio
n
Put the
negative
information
in the
middle &
compact it
10. Tone
Politeness
Power
Why do we
need to think
about tone,
politeness,
and power?
So we don’t
offend people
by mistake.
Use courtesy
titles
Aware of power
implications of
using words
Straightforward
when the stakes
are low
Hedging
statement when
giving bad news
11. What’s the
best way
to
apologize?
Do it early, briefly,
and sincerely
No explicit apology is
necessary if the error is
small and mistakes
corrected
Do not apologize
when we are not at
fault.
13. What Is Reader’s Benefit
Reader’s
Benefit
Buy
Products
Adopting
ideas
Following
Policies
Use
service
Criteria for Good Reader’s Benefit
Adapted to
the audience
Based on
intrinsic
advantages
Supported by
clear logic and
explained in
adequate detail.
Phrased in you-
attitude
You
Attitude
15. Emotions
Think of
feelings, fears,
and needs
Identify
features which
meet them
Features
Identify Objective
Features
How Those
Features Benefit
Audience?
How to identify Reader Benefit