Unit 5 2010 - Unit 5: Building Goodwill Copyright, Carolyn...

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Unformatted text preview: Unit 5: Building Goodwill Copyright, Carolyn E. Kerr, 2009 5-2 Unit Table of Contents Unit 5: Building Goodwill ......................................................................................................................... 5-1 Unit Objectives ....................................................................................................................................... 5-3 Reader and Audience Benefits ............................................................................................................... 5-3 Your Personal Audience Benefits ........................................................................................................... 5-5 Positive Emphasis ................................................................................................................................... 5-6 Try it Yourself ......................................................................................................................................... 5-7 Generating Goodwill .............................................................................................................................. 5-8 Its Yo ur Turn Practice Activities ......................................................................................................... 5-9 Learning Check Assignment Description ........................................................................................... 5-10 Unit 5: Building Goodwill Copyright, Carolyn E. Kerr, 2009 5-3 Unit Objectives To understand the concept of reader and audience benefits and how to incorporate them To understand the concept of positive emphasis To understand the importance of and how to generate goodwill Reader and Audience Benefits In most business communication textbooks, you will find a discussion on Reader Benefits. That is certainly an important topic to address. Still, its equally important to think about it in the sense of audience benefits, since the concept is just as important in conversations, presentations and other kinds of personal interactions. This is all about the WIIFM w hats i n i t f or m e factor that was introduced in Unit 2. Even when you might assume things are obvious, you need to consider framing them from the point of view of your audience. And you want to use whats called you attitude so that the statements are framed from their point of view. Lets consider an example. Anyone who has studied selling techniques has heard the concept of features and benefits. A car has anti-lock bra kes. Thats nice. Thats a feature. But what do anti-lock brakes do? Well, they help your car to stop more smoothly (advantage) and safely (benefit). That is what is important to the car buyer. Thats a benefit....
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Unit 5 2010 - Unit 5: Building Goodwill Copyright, Carolyn...

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