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Building Blocks of Good Writing

Dr Uma Bhushan, SIMSR

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What is professional style?

Style is the way something is said

Style is the distinctive manner of expressing ideas

It may refer to the process of choosing

 ± Words and phrases (formal, informal, technical etc

 ± Sentence structure (simple, complex, compound, mixed etc)

 ± Sentence type (affirmative, negative, question tags etc)

 ±

Rhetorical devices or writing techniques (description,narration, explanation, comparison and contrast etc)

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Writing for Style, flow and credibility

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YOU Attitude

A concrete way to show

empathy and build the

foundation for persuasion

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Learn how to

Begin building goodwill

Continue to adapt your message to the audience

Emphasize what the reader wants to know

See another point of view

You Attitude5

Objective

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Start by answering these questions: How do I create you-attitude in my sentences?

Does you-attitude basically mean using the word you?

Ive revised my sentences. Do I need to do anything else?

You Attitude6

Things to ponder upon

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It is a style of writing that

Looks at things from the readers point of view

Respects the readers intelligence

Protects the readers ego

Emphasizes what the reader wants to know

You Attitude7

Definition of You-Attitude

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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

You Attitude8

How do we create the YOU attitude

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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 bySeptember 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

You Attitude9

Some examples

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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

You AttitudeModule 6 10

More examples just so youve understood

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In a positive message, focus on what the reader can do.

Avoid you when it criticizes the reader or limits the readers

freedom.

In a job application letter, show how you can help meet the

readers needs, but keep the word you to a minimum.

You Attitude11

You-Attitude in Different Situations

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Be complete

Anticipate and answer questions readers are likely to have

For information the reader did not ask for, show why its

important

Show readers how the messages subject affects them

You Attitude12

Creating Goodwill with content

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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

You Attitude13

To organise information to build goodwill

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To Create Positive EmphasisTo Create Positive Emphasis

Avoid negative words.Avoid negative words.

Focus on what theFocus on what the

reader can do.reader can do.

Justify a negativeJustify a negative

give a reason or link itgive a reason or link itto a reader benefit.to a reader benefit.

Positive Emphasis15

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To Create Positive EmphasisTo Create Positive Emphasis continued continued 

Omit unimportantOmit unimportant

negatives.negatives.

Put the negative inPut the negative in

the middle andthe middle and

present it compactly.present it compactly.

Positive Emphasis16

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Some Negatives Are NecessarySome Negatives Are Necessary

To build credibilityTo build credibility

when giving badwhen giving bad

news.news.

To help people toTo help people to

take a problemtake a problemseriously.seriously.

Positive Emphasis17

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Some Negatives Are NecessarySome Negatives Are Necessary continued continued 

To deliver a rebuke with noTo deliver a rebuke with no

alternative.alternative.

To create a reverseTo create a reverse

psychology to makepsychology to make

people look favorably atpeople look favorably atyour product or service.your product or service.

Positive Emphasis18

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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

Positive Emphasis19

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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 10years.

Positive Emphasis20

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Tone and PolitenessTone and Politeness

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

ToneTone is the implied attitude of the writeris the implied attitude of the writer

toward the reader.toward the reader.

Dont use the same tone with a superiorDont use the same tone with a superior

as with a peer or subordinate.as with a peer or subordinate.

Positive Emphasis21

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To Achieve Good ToneTo Achieve Good Tone

Use courtesy titles for people outsideUse courtesy titles for people outside

the organization you dont know verythe organization you dont know very

well.well. Be aware of the power implicationsBe aware of the power implications

of words.of words.

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

Positive Emphasis22

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ApologizingApologizing

If you must, apologizeIf you must, apologize

 ± ± Early.Early.

 ± ± Briefly.Briefly.

 ± ± Sincerely.Sincerely.

Be aware that apologies have legalBe aware that apologies have legalimplications.implications.

Some states now have laws to protectSome states now have laws to protectsome kinds of apologies.some kinds of apologies.

Positive Emphasis23

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Reader Benefits

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Overview

Meaning of reader benefits

Good reader benefits

Identifying reader benefits

Developing reader benefits

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Reader Benefits

Are benef its the reader gets by

Using your services

Buying your products

Following your policies

Adopting your ideas

Are important in both inf ormative and 

persuasive messages

Inf ormative

Reader benefits give reasons to comply with theannounced policies & suggest that the policies are good

Persuasive

Reader benefits give reasons to act and help overcomereader resistance

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Characteristics of Good Reader Benefits

Good reader benef its are

Adapted to the audience

Based on intrinsic advantages

Supported by clear logic

Explained in adequate detail

Phrased in you-attitude

Such reader benef its improve the 

audiences attitudes and actions by Reminding readers that they can do the job

Assuring them that success will be rewarded

Helping to overcome two problems that reducemotivation i.e.

Not thinking of all possible benefits and

Not understanding the relationship between

efforts, performance & reward