Building Blocks of Good Writing
Dr Uma Bhushan, SIMSR
1
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)
2
Writing for Style, flow and credibility
YOU Attitude
A concrete way to show empathy and build the foundation for persuasion
Objective
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
5
You Attitude
Things to ponder upon
Start by answering these questions:
? How do I create you-attitude in my sentences? ? Does you-attitude basically mean using the word you? ? I ve revised my sentences. Do I need to do anything else?
6
You Attitude
Definition of You-Attitude
It is a style of writing that
? Looks at things from the reader s point of view ? Respects the reader s intelligence ? Protects the reader s ego ? Emphasizes what the reader wants to know
7
You Attitude
How do we create the YOU attitude
? Talk about the reader ? Don t 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
8
You Attitude
Some 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
9
You Attitude
More examples just so you ve understood
? Lacking: You ll 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
Module 6
10
You Attitude
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 reader s freedom. ? In a job application letter, show how you can help meet the reader s needs, but keep the word you to a minimum.
11
You Attitude
Creating 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 s important ? Show readers how the message s subject affects them
12
You Attitude
To organise information to build goodwill
? Put information readers are most interested in first ? Arrange information to meet your reader s needs, not yours ? Use headings and lists so that the reader can find key points quickly
13
You Attitude
To Create Positive Emphasis
? Avoid negative words. ? Focus on what the reader can do. ? Justify a negative give a reason or link it to a reader benefit.
15
Positive Emphasis
To Create Positive Emphasis continued
? Omit unimportant negatives. ? Put the negative in the middle and present it compactly.
16
Positive Emphasis
Some Negatives Are Necessary
? To build credibility when giving bad news. ? To help people to take a problem seriously.
17
Positive Emphasis
Some Negatives Are Necessary continued
? To deliver a rebuke with no alternative. ? To create a reverse psychology to make people look favorably at your product or service.
18
Positive Emphasis
Some Common Negative Words
? ? ? ? ? ? ? ? Afraid Bad Careless Delay Delinquent Deny Difficulty Error ? ? ? ? ? ? ? ? Fail Fault Loss Misfortune Mistake Neglect Never No
19
? ? ? ? ? ? ? ?
Problem Reject Sorry Terrible Trivial Wrong Unfair Unfortunate
Positive Emphasis
Positive 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.
20
Positive Emphasis
Tone and Politeness
? Both are issues of power. ? Tone is the implied attitude of the writer toward the reader. ? Don t use the same tone with a superior as with a peer or subordinate.
21
Positive Emphasis
To Achieve Good Tone
? Use courtesy titles for people outside the organization you don t know very well. ? Be aware of the power implications of words. ? When you must give bad news, consider hedging your statement.
22
Positive Emphasis
Apologizing
? If you must, apologize ± Early. ± Briefly. ± Sincerely. ? Be aware that apologies have legal implications. ? Some states now have laws to protect some kinds of apologies.
23
Positive Emphasis
Reader Benefits
Overview
? ? ? ? Meaning of reader benefits Good reader benefits Identifying reader benefits Developing reader benefits
25
Reader Benefits
? Are benefits the reader gets by
Using your services Buying your products Following your policies Adopting your ideas
? Are important in both informative and persuasive messages
Reader benefits give reasons to comply with the announced policies & suggest that the policies are good Reader benefits give reasons to act and help overcome reader resistance
Informative
Persuasive
26
Characteristics of Good Reader Benefits
? Good reader benefits are
Adapted to the audience
Based on intrinsic advantages Supported by clear logic Explained in adequate detail Phrased in you-attitude
? Such reader benefits improve the audience s 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 reduce motivation i.e.
Not thinking of all possible benefits and Not understanding the relationship between efforts, performance & reward
doc_478591946.pptx
Dr Uma Bhushan, SIMSR
1
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)
2
Writing for Style, flow and credibility
YOU Attitude
A concrete way to show empathy and build the foundation for persuasion
Objective
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
5
You Attitude
Things to ponder upon
Start by answering these questions:
? How do I create you-attitude in my sentences? ? Does you-attitude basically mean using the word you? ? I ve revised my sentences. Do I need to do anything else?
6
You Attitude
Definition of You-Attitude
It is a style of writing that
? Looks at things from the reader s point of view ? Respects the reader s intelligence ? Protects the reader s ego ? Emphasizes what the reader wants to know
7
You Attitude
How do we create the YOU attitude
? Talk about the reader ? Don t 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
8
You Attitude
Some 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
9
You Attitude
More examples just so you ve understood
? Lacking: You ll 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
Module 6
10
You Attitude
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 reader s freedom. ? In a job application letter, show how you can help meet the reader s needs, but keep the word you to a minimum.
11
You Attitude
Creating 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 s important ? Show readers how the message s subject affects them
12
You Attitude
To organise information to build goodwill
? Put information readers are most interested in first ? Arrange information to meet your reader s needs, not yours ? Use headings and lists so that the reader can find key points quickly
13
You Attitude
To Create Positive Emphasis
? Avoid negative words. ? Focus on what the reader can do. ? Justify a negative give a reason or link it to a reader benefit.
15
Positive Emphasis
To Create Positive Emphasis continued
? Omit unimportant negatives. ? Put the negative in the middle and present it compactly.
16
Positive Emphasis
Some Negatives Are Necessary
? To build credibility when giving bad news. ? To help people to take a problem seriously.
17
Positive Emphasis
Some Negatives Are Necessary continued
? To deliver a rebuke with no alternative. ? To create a reverse psychology to make people look favorably at your product or service.
18
Positive Emphasis
Some Common Negative Words
? ? ? ? ? ? ? ? Afraid Bad Careless Delay Delinquent Deny Difficulty Error ? ? ? ? ? ? ? ? Fail Fault Loss Misfortune Mistake Neglect Never No
19
? ? ? ? ? ? ? ?
Problem Reject Sorry Terrible Trivial Wrong Unfair Unfortunate
Positive Emphasis
Positive 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.
20
Positive Emphasis
Tone and Politeness
? Both are issues of power. ? Tone is the implied attitude of the writer toward the reader. ? Don t use the same tone with a superior as with a peer or subordinate.
21
Positive Emphasis
To Achieve Good Tone
? Use courtesy titles for people outside the organization you don t know very well. ? Be aware of the power implications of words. ? When you must give bad news, consider hedging your statement.
22
Positive Emphasis
Apologizing
? If you must, apologize ± Early. ± Briefly. ± Sincerely. ? Be aware that apologies have legal implications. ? Some states now have laws to protect some kinds of apologies.
23
Positive Emphasis
Reader Benefits
Overview
? ? ? ? Meaning of reader benefits Good reader benefits Identifying reader benefits Developing reader benefits
25
Reader Benefits
? Are benefits the reader gets by
Using your services Buying your products Following your policies Adopting your ideas
? Are important in both informative and persuasive messages
Reader benefits give reasons to comply with the announced policies & suggest that the policies are good Reader benefits give reasons to act and help overcome reader resistance
Informative
Persuasive
26
Characteristics of Good Reader Benefits
? Good reader benefits are
Adapted to the audience
Based on intrinsic advantages Supported by clear logic Explained in adequate detail Phrased in you-attitude
? Such reader benefits improve the audience s 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 reduce motivation i.e.
Not thinking of all possible benefits and Not understanding the relationship between efforts, performance & reward
doc_478591946.pptx
