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Module 06

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30 views17 pages

Module 06

Uploaded by

Mohammed Ibdah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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You-Attitude

Module Six

©2014 The McGraw-Hill Companies, Inc. All rights reserved


McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
You-Attitude

 Looks at things from the reader’s point of


view.
 Respects the reader’s intelligence.
 Protects the reader’s ego.
 Emphasizes what the reader wants to know.
You-attitude is a concrete way to show
empathy and the foundation of persuasion.

6-2
You-Attitude

 You-attitude is a matter of style. That is, revisions for


you-attitude do not change the basic meaning of the
sentence.
 revising for you-attitude often makes sentences longer
since sentences become more specific.
 Often, we can create you-attitude by changing words.
 Sometimes, however, it’s necessary to revise
organization and content as well as style to create the
best document.

6-3
How do I create you-attitude
in my sentences?

 Talk about the reader.


 Refer to the reader’s request or order
specifically.
 Don’t discuss feelings, except to offer
congratulations.
 In positive situations, use you more than I. Use
we when it includes the reader.
 Avoid you in negative situations.

6-4
Talk about the Reader,
Not about Yourself
 Readers want to know
how they benefit or
are affected.
 When you provide
this information, you
make your message
more complete and
more interesting.

6-5
Talk about the Reader,
Not about Yourself

Lacks you-attitude: We are shipping your


order of September 21 this afternoon.

You-attitude: The two dozen CorningWare


starter sets you ordered will be shipped this
afternoon and should reach you by September
28.

6-6
Refer to the Reader’s Request
or Order Specifically

Lacks you-attitude: Your order . . .


You-attitude (to individual): The desk chair
you ordered
You-attitude (to a large store): Your invoice
#783329

6-7
Business readers generally prefer messages that focus on
what can be done. Good you-attitude helps the reader to
feel empowered.
 even if the sentence contains the word you word it might
lack you-attitude.
 The reader is less interested in when we shipped the
order than in when it will arrive.
 "should reach you by“ leaves room of variation.
 If you don’t have accurate information . give source and
destination. Or even name of shipping comp. then the
user can follow.
6-8
In Positive Situations, Use You More Often than
I. Use We When It Includes the Reader

Talk about the reader, not you or your


company.
Lacks you-attitude: We provide health
insurance to all employees.
You-attitude: You receive health insurance as a
full-time Procter & Gamble employee.

6-9
You-Attitude Examples

 Don't Talk about Feelings, Except to Congratulate

 In business your feelings are irrelevant and should be


omitted. All the reader cares about is the situation from
his or her point of view.

 Ex1:
 Lacking: We are happy to extend you a credit line of
$5,000.
 Better: You can now charge up to $5,000 on your
American Express Card.
You-Attitude Examples continued

 Don't talk about the reader's feelings, either.


 Ex2:
 Lacking: You’ll be happy to hear that your scholarship
has been renewed.
 Better: Congratulations! Your scholarship has been
renewed.
Avoid You in Negative Situations

Lacks you-attitude: You failed to sign your


check.
You-attitude (impersonal): Your check arrived
without a signature.
You-attitude (passive): Your check was not
signed.

6-12
Does you-attitude basically
mean using the word you?

 All messages should use you-attitude, but


the words to achieve it will change
depending on the situation.
 In a positive message, focus on what the
reader can do.
 Q) "We give you" lacks you-attitude, why?
 Avoid you when it criticizes the reader or
limits the reader’s freedom.
6-13
Does you-attitude basically
mean using the word you?

 In a job application letter, show how you


can help meet the reader’s needs, but keep
the word you to a minimum.

6-14
I’ve revised my sentences.
Do I need to do anything else?

6-15
To Create Goodwill with Content

 Be complete.
 Anticipate and answer questions readers are
likely to have.
 For information the reader did not ask for, show
why it is important.
 Show readers how the message’s subject affects
them.
To Create Goodwill with Content

 Organization of the message is an important


to build goodwill. How?
 Put information -readers are most interested in- first.
 Arrange information to meet your reader’s needs, not yours.
 Use headings and lists so that the reader can find key points
quickly.
 Since we have good news for the reader, we should put that
information first.
 The message should be clear, easy to read, and friendly.

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