McGraw-Hill/Irwin

PPT

Module 7

Positive Emphasis

©2007, The McGraw-Hill Companies, All Rights Reserved.

7-2

Positive EmphasisPositive Emphasis

To learn how toTo learn how to Continue building goodwill.Continue building goodwill. Emphasize the positive.Emphasize the positive. Use positive emphasis ethically.Use positive emphasis ethically. Begin to choose an appropriate Begin to choose an appropriate

tone.tone.

7-3

Positive EmphasisPositive Emphasis

Start by answering these questions:Start by answering these questions: How do I create positive emphasis?How do I create positive emphasis? What’s the best way to apologize?What’s the best way to apologize? Why do I need to think about tone, Why do I need to think about tone,

politeness, and power?politeness, and power?

7-4

Some Negatives Are NecessarySome Negatives Are Necessary

To build credibility To build credibility when giving bad when giving bad news.news.

To help people to To help people to take a problem take a problem seriously.seriously.

7-5

Some Negatives Are Necessary Some Negatives Are Necessary continuedcontinued

To deliver a rebuke with To deliver a rebuke with no alternative.no alternative.

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

7-6

To Create Positive EmphasisTo Create Positive Emphasis

Avoid negative Avoid negative words.words.

Focus on what the Focus on what the reader can do.reader can do.

Justify a negative—Justify a negative—give a reason or link give a reason or link it to a reader it to a reader benefit.benefit.

7-7

To Create Positive Emphasis To Create Positive Emphasis continuedcontinued

Omit unimportant Omit unimportant negatives.negatives.

Put the negative in Put the negative in the middle and the middle and present it present it compactly.compactly.

7-8

Some Common Negative WordsSome Common Negative Words

Afraid Bad Careless Delay Delinquent Deny Difficulty Error

Fail Fault Loss Misfortune Mistake Neglect Never No

Problem Reject Sorry Terrible Trivial Wrong Unfair Unfortunate

7-9

Positive Emphasis ExamplesPositive Emphasis Examples

Lacking: We have failed to take inventory.

Better: We will be finished taking inventory Friday.

Lacking: This exercycle is not guaranteed for life.

Better: This exercycle is guaranteed for 10 years.

7-10

Positive Emphasis Examples Positive Emphasis Examples continuedcontinued

Lacking: Now Crispy Crunch tastes better.

Better: Now Crispy Crunch tastes even better.

Lacking: If you are not satisfied with Interstate Fidelity Insurance, you do not have to renew your policy.

Better: Omit the sentence.

7-11

Tone and PolitenessTone and Politeness

Both are issues of power.Both are issues of power.

ToneTone is the implied attitude of the is the implied attitude of the writer toward the reader.writer toward the reader.

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

7-12

To Achieve Good ToneTo Achieve Good Tone

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

Be aware of the power Be aware of the power implications of words.implications of words.

When you must give bad news, When you must give bad news, consider hedging your statement.consider hedging your statement.

7-13

ApologizingApologizing

If you must, apologizeIf you must, apologize Early.Early. Briefly.Briefly. Sincerely.Sincerely.

Be aware that apologies have Be aware that apologies have legal implications.legal implications.