Writing for a

Positive Effect
CHAPTER 5
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Learning Objectives

1. Understand the power of positive effect.

2. Use a natural, conversational style.

3. Cut out rubber stamps.

4. Use the you-viewpoint.

5. Use positive language to create goodwill.

6. Be courteous.

7. Manage emphasis with 3 techniques.

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Importance of a Positive Effect

• The purpose of business message is to communicate information.

• Clarity should be the main concern while writing business messages.

• Good business messages to external audiences requires both clarity and the
goodwill effect.

• Building goodwill through written messages is a good business practice.

• To write successful messages or letters, one needs to achieve other effects in

writing.

• Taking person’s feeling into account is important.

• Because negative interaction leaves us with negative feeling about the

organization.
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Example:

Dear Mr. Adams,

Your December3rd complaint was received and contents noted.
After reviewing the facts, I regret to report that I must refuse your claim. If
you will read the warranty brochure, you will see that the shelving you
bought is designed for light loads- a maximum of 800 pounds. You should
have bought the heavy-duty product.
I regret the damage this mistake caused you and trust that you will see
our position. Hoping to be of service to you in the future.
Sincerely yours,

 HOW THIS MESSAGE SHOULD HAVE BEEN WRITTEN?

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Various effects in writing

 In writing a message to persuade a reader to accept an

unfavourable decision, use techniques of persuasion.
 When applying for jobs, emphasize on your qualifications.
 When giving bad news, use techniques that play down the
negative parts.
 There are some business techniques, that will help us to
build goodwill with the business associates and customers.
 Business cannot survive without goodwill, and one cannot
last long in business if they don’t value it.
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Various effects in writing

 How our writing can meet professional standard?

Using a Conversational Style
Using the YOU-viewpoint
Accentuating the positive
Being Courteous
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Conversational style

o Writing conversationally can be hard

o Avoid being stiff and dull when writing a formal message
o Sometimes writing in conversational language have a favourable
effect.
 a. Choosing the rit level of formality:
o Now-a-days business relationships are much more casual than they
used to be
o Flatter organizational structures and more friendly environment
o Still, certain fo rmality is expected in many business situations
o When to be formal and when to be casual will depend on whom
you’re writing to, what genre you’re using and what are you saying.
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Conversational style

 Choosing the Right Level of Formality

• Formal Style is appropriate when you are:
• Communicating with someone you don't know
• Communicating with someone at a higher level than
you
• Using a relatively formal genre, such as a letter, long
report, or external proposal
• Writing a ceremonial message, such as
commendation or inspirational announcement
• Writing an extremely serious message, such as a
crisis response or official reprimand
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Conversational style

 Less Formal
More Formal
Looked into
 Studied, Investigated, Juggled
analysed Make sure
 Rearranged Great, Terrific
 Ensure So
 Double check
Exceptional, Superior
Check With
 As a result, therefore Right
 Confirm Thanks
 Consult with We’ll
 Correct, Appropriate I’m
 Thank you ASAP
 We will
 I am
 By June 3
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Conversational style
DULL & STIFF CONVERSATIONAL
Enclosed please find the Enclosed is the brochure
brochure about which you you requested
inquired.
This is to advise that we Yes, you certainly may use
deem it a great pleasure to the equipment you asked
approve subject of your about in your letter of
request as per letter of the August 12.
12th inst.

The undersigned wishes to I have the contract.

advise that the
aforementioned contract is
at hand.
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Conversational style

b. Cutting out “Rubber Stamps”: Rubber stamps are expressions

used by habit every time a certain type of situation occurs.
o Expressions from the old language of business are rubber stamps.
E.g. “thanking you in advance, I remain...”
o They are used routinely, so rubber stamps communicate the
effect of routine treatment
o That’s why, it does not likely to impress the readers positively
rather it indicates writer doesn’t have any special concern for
them.
o Avoid rubber stamps by using conversational vocabulary. E.g.
Thank you for your help.
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Using the You-viewpoint

• Makes the reader the center of attention

• Emphasizes the reader’s perspective
rather than the writer’s perspective
• Emphasizes you and your and de-
emphasize we and our
• Focuses on reader’s needs and concerns
• Emphasizes reader benefits
• Gives writing a friendly tone
• Especially important in bad news
messages
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You-viewpoint

• Critics say that you-viewpoint is:

o Insincere
o Manipulative
o The technique is dishonest

• Use you-viewpoint in a message only when it is

necessary.
• A middle-ground approach is best while writing
business messages.
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You-viewpoint

We-Viewpoint You-viewpoint
• We are happy to have your order for • Your HP printers were shipped by
HP products, which we are sending DHL today and should reach you
today by DHL.
by noon tomorrow.
• We have received your report of May
• Thank you for your report of May 1.
1.

• We require that you sign the sales slip • For your protection, you are
before we will charge your account. charged only after you have signed
the sales slip.

• So that we may complete our file • So that your file records may be
records on you, we ask that you completed, please send us your
submit to us your January report. January report.
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Accentuating the Positive

1. Use positive words

2. Focus on WHAT YOU CAN DO
Use positive words
• Words have emotional connotations.
• Positive words trigger positive
feelings, negative words trigger
negative feelings.
• Choose positive words for a positive
response.
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Accentuate the Positive

 Focus on What You Can Do

• We regret to inform you that we cannot permit
you to use our auditorium for your meeting, as
the SunCity Investment Club asked for it first.
We can, however, let you use our conference
room, but it seats only 60.
• Although the SunCity Investment club has
reserved the auditorium for Saturday, we
can offer you our conference room, which
seats 60.
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Accentuate the Positive

Negative Positive
• Smoking is not permitted • Smoking is permitted in the
anywhere except in the lobby. lobby only.

• We cannot deliver until Friday. • We can deliver the goods on

Friday.
• We regret that we overlooked
your coverage on this equipment • You were quite right in believing
and apologize for the trouble and that you have coverage on the
concern it must have caused you. equipment. We have now
credited your account for...
• We regret to inform you that the
guest room is not available on • The guest room is already
the date you requested. booked for the evening of August
7. Would August 8 be a
possibility?
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Being Courteous

• Courtesy: Treating people with respect and consideration.

• It produces friendly relations between people  results in a

better human climate for solving business problems and doing
business

• It involves goodwill techniques. “please”, “thank you”, “we’re

sorry”.

• Focus your message on your reader: writing directly for the

reader.

• Refrain from preaching (lecturing):

 give suggestions. Use “should” instead of “must”.
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Being Courteous

• Avoid Blaming the reader

• Refrain from Preaching
• Do more than is expected
• Be sincere: your technique of courtesy
should be believable.
• Extreme: If you will help these children, Ms.
Collins, you will become a heroine in their eyes.
• Avoid exaggerating: Greatest, most amazing,
extraordinary, incredible, sensational
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Being Courteous: Avoid Blaming the Reader

 More Positive Language

 Blaming Language
• To complete your order, please check
• You failed to indicate which fabric
your choice of fabric on the enclosed
you wanted on the chair you ordered. card.

• If you had read the instructions • The instructions explain why the
that came with the cookware, you cookware should not be submerged in
water.
would have known not to
submerge it in water.

• Listed below are the dates the copier

was serviced and the types of service it
• Your claim that we did not properly
received.
maintain the copier is false.
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Managing Emphasis for a goodwill effect

• Emphasis by position
• Sentence structure and
emphasis
• Space and Emphasis
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Managing Emphasis for a goodwill effect

 Emphasis by position
• The beginnings and endings of a writing unit
carry more emphasis than the centre parts.
• Example:
 In light of the current budget crunch, we
approved those suggestions that would save money
while not costing much to implement. While your
plan is not feasible at this time, we hope you will
submit it again next year when we should have more
resources for implementing it.
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Managing Emphasis for a goodwill effect

 Sentence structure and emphasis

• Positive information in short, simple
sentences
• Less important information in the
subordiante structures
• While your plan is not feasible at this time, we
encourage you to submit it again next year when we
are likely to have more resources for implementing it.
• Your budget will be approved if you can reduce
your planned operating expenses by $2,000.
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Managing Emphasis for a goodwill effect

 Space and Emphasis

• General rule: The more space you devote to a topic, the
more we emphasize on it.
• ‘Yes’
 Your new A-level parking sticker is enclosed.
• ‘No’
 Your new University parking sticker is enclosed. As always,
we had many more applicants for A-level passes than we
had spaces. Your B-Level sticker will enable you to park in
the Eden Garage, which is connected to the hospital by a
covered skywalk. If you would like to discuss additional
options, please contact Ann Barnett, Director of Parking
Services.
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THANK YOU