Creating Goodwill
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This document provides guidance on how to create goodwill with readers by taking their perspective. It recommends focusing on the reader's benefits and needs rather than your own feelings or negative information. Specific tips include talking about the reader not yourself, addressing the reader's request, using "you" and "we" instead of "I", and emphasizing what the reader wants to know in a positive way. The document also discusses tone, politeness, power dynamics in communication, identifying and describing benefits to the reader, and choosing the most relevant and fully explained benefits.
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Creating Goodwill
- 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.
- 12. Reader’s Benefit What is it? Advantages? How to Identify How detailed each be? Which One?
- 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
- 14. Reader’s Benefit Advantage Improve audience attitudes and action Makes positive impression Easier to accomplish goals
- 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
- 17. Which Benefits to Use? 3 Principles Use at Least One Benefit Use Intrinsic Benefit Use The Most Fully Developed Benefits
- 18. Thank You