Building goodwill——外贸函电.ppt

Chapter 5 General Principle of Business Communication Building Goodwill Building Goodwill Goodwill smoothes the challenges of business and administration. Including : you-attitude positive emphasis bias-free language I. You-Attitude You-Attitude is a style of writing that looks at things from the reader’s point of view, emphasizing what the reader wants to know, respecting the reader’s intelligence, and protecting the reader’s ego. 1. Focus not on what you do for the reader, but on what the reader receives or can do. In positive or neutral situations, stress what the reader wants to know. I have negotiated an agreement with Apex Rent-a-Car that gives you a discount on rental cars. (Lacks you-attitude) As a Sunstrand employee, you can now get a 20% discount when you rent a car from Apex. (You-Attitude) We are shipping your order of September 21 this afternoon. (Lacks you-attitude) The two dozen Corning Ware starter sets you ordered will be shipped this afternoon and should reach you by September 28. (You-Attitude) 2. Refer to the reader’s request or order specifically. Your order will be negotiated next Monday morning , and … (Lacks you-attitude) (to individual): The desk chair you ordered… (You-Attitude) (to a large store): Your invoice # 33456 (You-Attitude) 3. Don’t talk about your own feelings unless you’re sure the reader wants to know how you feel. We are happy to extend you a credit line of $5,000. (Lacks you-attitude) You can now charge up to $5,000 on your American Express card. (You-Attitude) Congratulations on your promotion to district manager! I was really pleased to read about it. (You-Attitude) 4. Don’t tell readers how they feel or will react. You’ll be happy to hear that Open Grip Walkway Channels meet OSHA requirements. (Lacks you-attitude) Open Grip Walkway Channels meet OSHA requirements. (You-Attitude) You’ll be happy to hear that your scholarship has been re