You-attitude looks at things from the reader’s point of view, is a concrete way to show empathy, and is the foundation of persuasion. It is also a matter of style. Often, we can create you-attitude by changing words. Sometimes, however, it’s necessary to revise organization and content as well as style to create the best document.

You-Attitude Learning Objectives Module 6 focuses on the importance of you-attitude in business communication. After completing the module, you should be able to

You-Attitude Learning Objectives LO 6-1 Apply strategies for you-attitude use. LO 6-2 Compare and contrast situations for you use. LO 6-3 Apply strategies for goodwill creation with you-attitude. LO 6-4 Apply strategies for point-of-view adaptation.

You-Attitude Looks at things from the reader’s point of view. Respects the reader’s intelligence. Protects the reader’s ego. Emphasizes what the reader wants to know.

To Create You-Attitude Talk about the reader. Don’t discuss feelings, except to offer congratulations. In positive situations, use you more than I. Use we when it includes the reader. Avoid you in negative situations. You-attitude involves empathy—the ability to see things from another person’s point of view. Think about your audience during each step of the writing process. It means more than simply using the word “you.”

You-Attitude Examples Lacking: We are shipping your order of September 21 this afternoon. Better: The two dozen Corning Ware starter sets you ordered will be shipped this afternoon and should reach you by September 28. Lacking: We are happy to extend you a credit line of $5,000. Better: You can now charge up to $5,000 on your American Express Card. Business readers generally prefer messages that focus on what can be done. Good you-attitude helps the reader to feel empowered.

You-Attitude Examples continued Lacking: You’ll be happy to hear that your scholarship has been renewed. Better: Congratulations! Your scholarship has been renewed. Lacking: You failed to sign your check. Better: Your check was not signed. .

You-Attitude in Different Situations In a positive message, focus on what the reader can do. Avoid you when it criticizes the reader or limits the reader’s freedom. Choose how to use you-attitude based on the situation. For instance, in a positive message, focus on what the reader can do. In a negative message avoid you when it criticizes the reader or limits the reader’s freedom.

You-Attitude in Different Situations continued In a job application letter, show how you can help meet the reader’s needs, but keep the word you to a minimum. Even though a job application letter is about your skills and experiences, keep the word “you” to a minimum. Instead, focus on how those skills and experiences can help the reader.

To Create Goodwill with Content Be complete. Anticipate and answer questions readers are likely to have. For information the reader did not ask for, show why it is important. Show readers how the message’s subject affects them. Tailor the content of the message to the needs of the audience. In particular, be complete by giving the audience all of the information it needs to understand or act upon the message.

For Goodwill with Organization Put information readers are most interested in first. Arrange information to meet your reader’s needs, not yours. Use headings and lists so that the reader can find key points quickly. Organize your information so that the most important items for the reader come first. Avoid putting the emphasis on you or your organization.

Seeing Another Point of View It is more than observing and sympathizing. Start with shared experiences. Resolving conflicts often requires empathy. Resist the temptation to put your needs ahead of others’. Many companies want employees who can empathize. Tailor the content of the message to the needs of the audience. In particular, be complete by giving the audience all of the information it needs to understand or act upon the message.