©2014 The McGraw-Hill Companies, Inc.  All rights reserved

Positive Positive EmphasisEmphasis

Module SevenModule Seven

Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

Learning Objectives

LO 7-1 Apply strategies for positive emphasis use.LO 7-2 Analyze situations for ethical positive

emphasis.LO 7-3 Explain reasons for tone, politeness, and

power considerations.LO 7-4 Identify situations for apologies.

7-2

Some Negatives Are Necessary

To build credibility when giving bad news.

To help people to take a problem seriously.

7-3

Some Negatives Are Necessary

To deliver a rebuke with no alternative.

To create a “reverse psychology” to make people look favorably at your product or service.

7-4

How do I create positive emphasis?

Avoid negative words. Focus on what the reader can do. Justify a negative—give a reason or link it to a

reader benefit. Omit unimportant negatives. Put the negative in the middle and present it

compactly.

7-5

Negative Words to Avoid

7-6

Avoid Negative Words and Words with Negative Connotations

Replace negative words with positive words

Negative: We have failed to finish taking inventory.

Better: We haven’t finished taking inventory.

Still better: We will be finished taking inventory Friday.

7-7

Avoid Negative Words and Words with Negative Connotations

Negative: If you can’t understand this explanation, feel free to call me.

Better: If you have further questions, just call me.

Still better: Omit the sentence. (Readers aren’t shrinking violets. They’ll call if they do have questions.)

7-8

Avoid Negative Words and Words with Negative Connotations

Omit double negatives

Negative: Do not forget to back up your disks.Better: Always back up your disks.

7-9

Avoid Negative Words and Words with Negative Connotations

Use the least negative term that is accurate

Negative: Your balance of $835 is delinquent.Better: Your balance of $835 is past due.

7-10

Avoid Negative Words and Words with Negative Connotations

Removing negatives does not mean being arrogant or pushy.

Negative: I hope that you are satisfied enough to place future orders.

Arrogant: I look forward to receiving all of your future business.

Better: Call Mercury whenever you need transistors.

7-11

Avoid Negative Words and Words with Negative Connotations

Use specifics to be both positive and accurateNegative: The exercycle is not guaranteed for life.Not true: The exercycle is guaranteed for life.True: The exercycle is guaranteed for 10 years.

7-12

Focus on What the Reader Can Do Rather than on Limitations

Negative: We will not allow you to charge more than $1,500 on your VISA account.

Better: You can charge $1,500 on your new VISA card.

or: Your new VISA card gives you $1,500 in credit that you can use at thousands of stores nationwide

7-13

Justify Negative Information by Giving a Reason or Linking It to a Reader Benefit

Negative: We cannot sell computer disks in lots of less than 10.

Loophole: To keep down packaging costs and to help you save on shipping and handling costs, we sell computer disks in lots of 10 or more.

7-14

Justify Negative Information by Giving a Reason or Linking It to a Reader Benefit

Better: To keep down packaging costs and to help customers save on shipping and handling costs, we sell computer disks only in lots of 10 or more.

7-15

If the Negative Is Truly Unimportant, Omit It

Omit negatives entirely only when: The reader does not need the information to

make a decision. You have already given the reader the

information and he or she has access to the previous communication.

The information is trivial.

7-16

If the Negative Is Truly Unimportant, Omit It

Negative: A one-year subscription to PC Magazine is $49.97. That rate is not as low as the rates charged for some magazines.

Better: A one-year subscription to PC Magazine is $49.97.

Still better: A one-year subscription to PC Magazine is $49.97. You save 43% off the newsstand price of $87.78.

7-17

Bury the Negative Information and Present It Compactly

To deemphasize a negative, put it in the middle of a paragraph rather than in the first or last sentence, in the middle of the message rather than in the first or last paragraphs.

7-18

Using Positive Emphasis Ethically

Don’t omit necessary details. Focus on what the reader can do rather than

on limitations only when the situation is appropriate.

Presenting information in type large enough to be read easily.

Don’t obscure meaning by using less common terms.

7-19

Why do I need to think about tone, politeness, and power?

Tone the implied attitude of the writer toward the

reader

Don’t use the same tone with a superior as with a peer or subordinate.

7-20

Why do I need to think about tone, politeness, and power?

Use courtesy titles for people outside the organization you don’t know very well.

Be aware of the power implications of words. When the stakes are low, be straightforward When you must give bad news, consider

hedging your statement.

7-21

What’s the best way to apologize?

No explicit apology is necessary if the error is small and if you are correcting the mistake.

Do not apologize when you are not at fault. When you apologize,

do it early, briefly, and sincerely

7-22