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Business Communications - Module 6 Notes

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BUSI 1020U
William Thurber

Unit Two: Influencing Your Audience Positively Business Communications February 5 2012 - Your attitude is a way of communicating that demonstrates your ability to see another point of view. It means empathizing – Putting yourself in the other person’s shoes. - Whether text messaging, emailing or presenting, your attitude:  Looks at the situation from the audience’s point of view  Treats the audience with courtesy  Respects the audience’s ego  Emphasizes what the audience wants to know. - You-attitude  Also means making it easy for your audience to do what you want. What is You-Attitude in Writing? - You-attitude messages focus politely through their rhetorical (persuasive) choices. - Appearance, layout, visuals, content and language all contribute to reader-centred documents. - Condescending  means that you are speaking to someone as if they were younger, or not as smart as you are.  Often referred to as “talking down to” someone. 1) Talk about the reader, not about yourself.  Readers want to know how they benefit or are affected. o Lacks you-attitude: I have negotiated an agreement with Apex Rent-a-Car that gives you a discount on rental cars o You-Attitude: As a sun Life employee, you now get a 20% discount when you rent a car from Apex - Any sentence that focuses on the writer’s work or generosity lacks you-attitude, even if the sentence contains the word “you”. o Lacks you-attitude: We are shipping your order of September 21 this afternoon o You-Attitude: The two dozen print cartridges you ordered will be shipped this afternoon and should reach you by September 28. - Emphasize what your reader wants to know, they are more interested in when the order will arrive than when you shipped it. How do I Create Reader-Focused, You-Attitude? - Talk about the reader – except in negative situations - To create attitude:  Talk about the reader, not yourself  Avoid talking about feelings, except to congratulate or offer sympathy  Use “you” more often than / in positive situations. Use we when it includes the reader.  Avoid the blaming “You” in negative situations. 2) Avoid talking about feelings, except to congratulate or offer Sympathy. o Lacks you- attitude: We are happy to extend you a credit line of $5000 o You-Attitude: You can now charge up to $5000 on your BMO card. - In most business situations, your feelings are irrelevant. - All the reader cares about is the situation from his/her point of view. o You-Attitude: Congratulations on your promotion to district manager! I was really pleased to read about it o You-Attitude: I was sorry to hear that your father died. - In internal memos, it may be appropriate to comment that a project has been gratifying or frustrating. - In the letter of transmittal that accompanies a report, it is permissible to talk about your feelings about doing the work. - People prefer to get handwritten cards – not emails or text messages – on important occasions. - Don’t talk about the reader’s feelings either, it can be offensive to have someone else tell us how we feel. o Lacks you-attitude: You’ll be happy to hear that Open Grip Walkway channels meet Occupational Health and Safety Requirements o You-Attitude: Open Grip Walkway Channels meet Occupational Health and Safety Requirements. - When you have good news for the reader, simply give the good news. o Lacks you-attitude: You’ll be happy to hear that your scholarship has been renewed. o You-Attitude: Congratulations! Your scholarship has been renewed. 3) Use “You” more often than / in positive situations - Talk about the reader, not you or your company o Lacks you-attitude: We provide dental coverage to all employees. o You-attitude: You receive dental coverage as a full-time Clairtone employee - Edit external messages to ensure I is rarely used. - I suggests that you’re concerned about personal issues, not about the organization’s problems, needs and opportunities. 4) Avoid „you” in negati
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