Chap003_modified0 - Chapter 3 Chapter 3 Building Goodwill...

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Unformatted text preview: Chapter 3 Chapter 3 Building Goodwill Goodwill You-Attitude Positive Emphasis Tone, Power, and Politeness Bias-Free Language Goodwill Build goodwill through You-attitude Positive emphasis Bias-free language 3-2 You-Attitude Looks at things from audiences viewpoint Emphasizes what audience wants to know Respects audiences intelligence Protects audiences ego 3-3 Five Ways to Create You-Attitude 1. Talk about audience, not yourself. 2. Refer to audiences request or order. 3. Dont talk about feelings. 4. In positive situations, use you more often than I. Use we when it includes the audience. 5. In negative situations, avoid you . 3-4 Talk About Audience, Not Yourself Tell how message affects the audience Dont mention communicators work or generosity Stress what audience wants to know Yourself Yourself 3-5 Talk About Audience: Examples Lacks you-attitude I negotiated an agreement with Apex Rent-a-Car that gives you a discount. We shipped your May 21 order today. Contains you-attitude You now get a 20% discount when you rent a car from Apex. The three coin sets you ordered will ship today and should reach you by June 6. 3-6 Refer to Audiences Request or Order Specifically Make specific references, not generic Name content of order for person or small business Cite purchase order numbers for customers that order often 3-7 Refer to Audiences Request or Order Specifically: Examples Lacks you-attitude We shipped your order today. Contains you-attitude The 500 red and gray sweatshirts you ordered were shipped today and will reach you early next week. Your P.O. 7823-N shipped on 11/04 and will arrive within five business days....
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Chap003_modified0 - Chapter 3 Chapter 3 Building Goodwill...

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