Upload
nuniek-kartikarini
View
100
Download
1
Embed Size (px)
Citation preview
Creating Goodwill
Creating Goodwill
You Attitude
Positive Emphasis
Reader Benefits
You Attitude
Goodwill Content
How
To Create?
Build Goodwill
What
it
is?
What is You Attitude?
Looks at things from
her/his points of
view
Respect her/his
intelligence
Protect her/his
ego
Emphasizes what she/he
wants to know
1 • Talk about the reader, not yourself
2• Refer to the reader’s request/order specifically
3• Don’t talk about feelings, except congratulate/sympathy
4• Use You/We than I
5• Avoid you in negative situation
How To Create Goodwill?
Be Complete
Anticipate & Answer Questions
Show Important Information
Show Readers How The SubjectsAffects Them
Goodwill Content
Build Goodwill
Put interesting
information first
Arrange information to her/his
need
Use headings and list
Positive Emphasis
What?
Why?How?
How to Create Positive Emphasis
Avoid negative words & negative
connotations words
Focus on what
she/he can do
Justify negative info by giving
reason/ added benefit
Omit negative
important informatio
n
Put the negative
information in the
middle & compact it
Tone
Politeness
Power
Why do weneed to think about tone, politeness,
and power?
So we don’t offend people
by mistake.
Use courtesy titles
Aware of power implications of using words
Straightforward when the stakes
are low
Hedging statement when giving bad news
What’s the best way
to apologize?
Do it early, briefly, and sincerely
No explicit apology is necessary if the error is
small and mistakes corrected
Do not apologize when we are not at
fault.
Reader’s Benefit
What is it?
Advantages?How to Identify
How detailed each be?
Which
One?
What Is Reader’s Benefit
Reader’s Benefit
Buy Products
Adopting ideas
Following Policies
Use service
Criteria for Good Reader’s Benefit
Adapted to the audience
Based on intrinsic
advantages
Supported by clear logic and
explained in adequate detail.
Phrased in you-attitude
You Attitude
Reader’s Benefit Advantage
Improve audience attitudes and action
Makes positive impression
Easier to accomplish goals
Emotions
Think of feelings, fears,
and needs
Identify features which
meet them
Features
Identify Objective Features
How Those Features Benefit
Audience?
How to identify Reader Benefit
How Detailed
They Should Be?
Strong & Vivid
Provide Details
Specific Benefit Reader
Psychological Description
Which Benefits to Use?
3 Principles
Use at Least One Benefit
Use Intrinsic Benefit
Use The Most Fully Developed
Benefits
Thank You