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Chapter 3 - Building goodwill. In this chapter, students will be able to understand: Create you-attitude, create positive emphasis, improve tone in business communications, reduce bias in business communications. | Chapter 3 Building Goodwill Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Goodwill Build goodwill through You-attitude Positive emphasis Bias-free language Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- You-Attitude Looks at things from audience’s viewpoint Emphasizes what audience wants to know Respects audience’s intelligence Protects audience’s ego Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Five Ways to Create You-Attitude Talk about audience, not yourself. Refer to audience’s request or order. Don’t talk about feelings. In positive situations, use you more often than I. Use we when it includes the | Chapter 3 Building Goodwill Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- 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 Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Goodwill Build goodwill through You-attitude Positive emphasis Bias-free language Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- You-Attitude Looks at things from audience’s viewpoint Emphasizes what audience wants to know Respects audience’s intelligence Protects audience’s ego Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Five Ways to Create You-Attitude Talk about audience, not yourself. Refer to audience’s request or order. Don’t talk about feelings. In positive situations, use you more often than I. Use we when it includes the audience. In negative situations, avoid you. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Yourself Talk About Audience, Not Yourself Tell how message affects the audience Don’t mention communicator’s work or generosity Stress what audience wants to know Lacks you-attitude We designed a new Web site for you. Contains you-attitude Your Web site redesign is now online. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Refer to Audience’s Request or Order Make specific references, not generic Name content of order for person or small business Cite purchase order numbers for customers that order often Lacks you-attitude We shipped your order. Contains you-attitude Your order for 235 bicycle tires will arrive on Sept. 23. Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Don’t Talk About Feelings Express your feelings to Offer sympathy to audience Congratulate audience Don’t .
