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