You Attitude and Reader Benefits

1
You Attitude and Reader Benefits

• Module 6 You Attitude
• Module 8 Reader Benefits

2
You-Attitude

• Looks at things from the readers point of view.
• Respects the readers intelligence.
• Protects the readers ego.
• Emphasizes what the reader wants to know.

3
To Create You-Attitude

• Talk about the reader.
• Dont discuss feelings, except to offer
  congratulations.
• In positive situations, use you more than I. Use
  we when it includes the reader.
• Avoid you in negative situations.

4
You-Attitude Examples

• Lacking We are shipping your order of September
  21 this afternoon.
• Better The two dozen Corning Ware starter sets
  you ordered will be shipped this afternoon and
  should reach you by September 28.
• Lacking We are happy to extend you a credit
  line of 5,000.
• Better You can now charge up to 5,000 on your
  American Express Card.

5
You-Attitude Examples continued

• Lacking Youll be happy to hear that your
  scholarship has been renewed.
• Better Congratulations! Your scholarship has
  been renewed.
• Lacking You failed to sign your check.
• Better Your check was not signed.

6
You-Attitude in Different Situations

• In a positive message, focus on what the reader
  can do.
• Avoid you when it criticizes the reader or limits
  the readers freedom.

7
You-Attitude in Different Situations continued

• In a job application letter, show how you can
  help meet the readers needs, but keep the word
  you to a minimum.

8
Reader Benefits

• Are advantages your reader gets by
• Using your services.
• Buying your products.
• Following your policies.
• Adopting your ideas.

9
Good Reader Benefits Are

• Adapted to the audience.
• Based on intrinsic advantages.
• Supported by clear logic and explained in
  adequate detail.
• Phrased in you-attitude.

10
Spotlight Audience Benefits
Shape your statements to involve the reader.
Instead of this
We are promoting a new plan that we believe has
many outstanding benefits.
11
To Create Goodwill with Content

• Be complete.
• Anticipate and answer questions readers are
  likely to have.
• For information the reader did not ask for, show
  why it is important.
• Show readers how the messages subject affects
  them.

12
For Goodwill with Organization

• Put information readers are most interested in
  first.
• Arrange information to meet your readers needs,
  not yours.
• Use headings and lists so that the reader can
  find key points quickly.