1.  Writing for a positive effect

2. The importance of positive effect  Simplifying writing or clarity is not the only goal of business communication  It is important to understand human relation dimensions while writing to someone  Good business messages to external audiences require both clarity and the goodwill effect  Building goodwill through written messages is a good business practice.

3. Few strategies to establish goodwill

4. Play down the negative elements of your message  In writing a message to persuade a reader to accept an unfavourable decision, use techniques of persuasion.  When giving bad news, use techniques that play down the negative parts.

5. Dear Mr. Adams, Your December 3 rd 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? Example

6. How to play down negative elements?  Try to avoid negative or unpleasant words such as mistake, problem, regret, unfortunately, error, damage, loss, failure and so forth  There are words that deny words such as no, do not, refuse and stop  Try to emphasize on positive elements  Try to focus on what you can do

7. Example We regret to inform you that we cannot permit you to use our auditorium for your meeting, as the Sun City Investment Club asked for it first. We can, however, let you use our conference room, but it seats only 60.

8. Lot better Although the Sun City Investment Club has reserved the auditorium for Saturday, we can offer you our conference room, which seats 60.

9. Your turn  We received your application for an HR generalist position at Surf Protect. Unfortunately, we cannot offer you this position. Furthermore, at this time, we don’t have any match between your skill set and our needs. As such, you are not required in the near future. You can try other organizations. Sincerely, Mark A. Herschberg

10. How is that? Thank you for your interest in Surf Protect. We appreciate the time you took to come into our office and meet with us. At this time we hardly have any match between your skill set and our needs. We will get back to you if opportunities arise in the near future. Good luck with your job search. Sincerely, Mark A. Herschberg

11. More examples  We cannot deliver until Friday  We can deliver on Friday  Smoking is not permitted anywhere except in the lobby  Smoking is permitted in the lobby only  We regret to inform you that the guest room is not available on the date you requested  The guest room is already booked on the date you asked for. However, we would be able to accommodate your party next day.

12. Conversational style  One of the useful techniques that helps build goodwill is to write in conversational language  Conversational language is warm, natural and personable  Try to avoid impersonal and stiff words  Set the right level of formality and cut out rubber stamps

13. Set the right level of formality  Today, business relationships are much more casual than ever before  Companies involve having the flatter organizational structures  Business world in general has acquired a friendlier tone  You should get yourselves familiarized with informal but friendly tone

14. Examples More formalConversational Investigated, analyzedLooked into RearrangedJuggled SuperiorGreat As a resultSo Consult withCheck with AppropriateRight Thank youThanks

15. DULL & STIFFCONVERSATIONAL This is to advise that we deem it a great pleasure to approve subject of your request as per letter of the 12 th August. Yes, you certainly may use the equipment you asked about in your letter of August 12. The undersigned wishes to advise that the aforementioned contract is at hand. I have the contract. Conversational style

16. Cutting out rubber stamps Rubber stamps are expressions used by habits every time a certain type of situation takes place Expressions from the old language of business are rubber stamps This is to inform you that… Thank you for your time… I will appreciate you cooperation on this matter Thanking you in advance, I remain.. Avoid rubber stamps by using conversational vocabulary. E.g. Thank you for your help.

17.  Also known as you-attitude  Focuses interest on the reader.  Technique for persuasion and influencing people favourably.  De-emphasizes we and our. You-viewpoint

18. You-viewpoint (cont.)  We are pleased to have your new account  Your new account is now open for your convenience  I am happy to report that we have accepted your proposal  Your proposal has been accepted  We have been quite tolerant of your past-due account and must now demand payment  If you are to continue to enjoy the benefits of credit buying, you must clear your account now

19. Critics say that you-viewpoint is: 1. Insincere 2. Manipulative 3. 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. Your- viewpoint (cont.)

20. Be Courteous  A major contributor to goodwill in business document is courtesy  By courtesy you involve treating with respect  Don’t hesitate to include “sorry”, “please”, and “thank you”  Avoid blaming the reader

21. Avoid blaming readers Blaming LanguageMore Positive Language You failed to indicate which fabric you wanted on the card you ordered To complete your order, please check your choice of fabric on the enclosed card Your claim that we did not properly maintain the copier is false Listed below are the dates the copier was serviced and the type of service received Your request for the coverage is denied because you didn’t follow the correct appeals procedure We need additional information to be able to process your appeal. Please supply the needed information and resubmit your request.

22. Caution!!!  Don’t overdo the goodwill techniques!!!!!  If you help these children, Ms. Collins, you will become a heroine in their eyes  Never has there been, nor will there be a fan as smooth running and whispering quiet as the North Wind