1. Courtesy
Review of actual business correspondence reveals that special attention should be devoted to assuring the courtesy of business communication. Effective writers visualize the reader before starting to write. You will want to consider your reader’s desires, problems, circumstances, emotions, and probable reaction to your request. This step will enable you to develop your communication from the reader’s point of view.
You-Attitude
Writing with a you-attitude shows sincere concern for the reader. Emphasizing the reader’s (you) viewpoint rather than the writer’s ( I ) viewpoint demonstrates sincerity. Merely replacing a few I’s, we’s, our’s and my’s with you’s and your’s throughout a letter, however, will not guarantee the presence of the you-attitude. To establish a you-attitude, you must create a positive state of mind through your suggestions and decisions.
A you-attitude is more than simple courtesy or politeness. It hinges on demonstrating a clear understanding of the reader’s problem or question. If a reader feels that you are genuinely concerned about his/her problem or question, the overall impact of the message will be greatly enhanced.Incorporating a you-attitude into your message will help give them reader benefit, which shows the reader how he/she will benefit by complying with your request or announcement. Readers are more likely to comply if the benefits appear to be worth their time, effort, or cost. Even though the benefits of compliance may not be readily apparent to the reader, your message can be made much more effective by including reader-benefit material.Understanding some basic truths about human nature helps us humanize our business messages.
These truths are:
- People are self-centered
- People are defensive
- People are not perfect
- People expect courtesy
- People do the best they can
People are self-centered
Being self-centered does not mean egoistic and conceited. It means that people want to know what good they will get out of doing business with us. When a business executive receives mail, s/he asks two questions: what’s this and why me. Effective writers tell their readers how they will benefit from doing whatever they are asked to do.Readers are more likely to comply with your request if the benefit appears to be theirs.The first of the following two sentences got very little response when it was used in a collection letter; however, when the sentence was revised to include reader-benefit material, the letter was much more successful.
Change: Please send your cheque for the amount you owe.To: By sending your cheque for Rs. 5,000, you will be able to maintain your good credit reputation.Merely inserting the second-person pronoun you into a sentence does not necessarily assure a you-attitude or reader benefit. The first version of the text example lacks reader benefit, although it does contain the word you. The revised version, by mentioning “shopping convenience,” contains reader benefit.
Change: You will be glad to know that we are now open until 9:00 PM seven days a week.
To: For your shopping convenience, we are now open until 9:00 PM seven days a week.
Review of actual business correspondence reveals that special attention should be devoted to assuring the courtesy of business communication. Effective writers visualize the reader before starting to write. You will want to consider your reader’s desires, problems, circumstances, emotions, and probable reaction to your request. This step will enable you to develop your communication from the reader’s point of view.
You-Attitude
Writing with a you-attitude shows sincere concern for the reader. Emphasizing the reader’s (you) viewpoint rather than the writer’s ( I ) viewpoint demonstrates sincerity. Merely replacing a few I’s, we’s, our’s and my’s with you’s and your’s throughout a letter, however, will not guarantee the presence of the you-attitude. To establish a you-attitude, you must create a positive state of mind through your suggestions and decisions.
A you-attitude is more than simple courtesy or politeness. It hinges on demonstrating a clear understanding of the reader’s problem or question. If a reader feels that you are genuinely concerned about his/her problem or question, the overall impact of the message will be greatly enhanced.Incorporating a you-attitude into your message will help give them reader benefit, which shows the reader how he/she will benefit by complying with your request or announcement. Readers are more likely to comply if the benefits appear to be worth their time, effort, or cost. Even though the benefits of compliance may not be readily apparent to the reader, your message can be made much more effective by including reader-benefit material.Understanding some basic truths about human nature helps us humanize our business messages.
These truths are:
- People are self-centered
- People are defensive
- People are not perfect
- People expect courtesy
- People do the best they can
People are self-centered
Being self-centered does not mean egoistic and conceited. It means that people want to know what good they will get out of doing business with us. When a business executive receives mail, s/he asks two questions: what’s this and why me. Effective writers tell their readers how they will benefit from doing whatever they are asked to do.Readers are more likely to comply with your request if the benefit appears to be theirs.The first of the following two sentences got very little response when it was used in a collection letter; however, when the sentence was revised to include reader-benefit material, the letter was much more successful.
Change: Please send your cheque for the amount you owe.To: By sending your cheque for Rs. 5,000, you will be able to maintain your good credit reputation.Merely inserting the second-person pronoun you into a sentence does not necessarily assure a you-attitude or reader benefit. The first version of the text example lacks reader benefit, although it does contain the word you. The revised version, by mentioning “shopping convenience,” contains reader benefit.
Change: You will be glad to know that we are now open until 9:00 PM seven days a week.
To: For your shopping convenience, we are now open until 9:00 PM seven days a week.
