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Chapter 3
Building Goodwill
Copyright © 2015 McGrawHill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGrawHill Education.
Chapter 3 Learning Objectives
LO 3-1 Create you-attitude
LO 3-2 Create positive emphasis
LO 3-3 Improve tone in business communications LO 3-4 Reduce bias in business communications
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Goodwill
Build goodwill through You-attitude
Positive emphasis Bias-free language
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YouAttitude
Looks at things from audience’s viewpoint
Emphasizes what audience wants to know
Respects audience’s intelligence Protects audience’s ego
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Five Ways to Create YouAttitude
1. Talk about audience, not yourself.
2. Refer to audience’s request or order. 3. Don’t talk about feelings.
4. In positive situations, use you more often than I. Use we when it includes the audience.
5. In negative situations, avoid you.
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