Writing for Effect

Importance of Effect

• The first concern is to maintain clarity in writing – especially for internal communication.

• The written communication involving the external people should focus both on clarity and goodwill effect.

• Goodwill effect contributes to the development of the favorable image of the company.

Conversational Style

Using conversational style helps provide goodwill effect.

Stiff and Dull

Enclosed herewith is the brochure about which you make enquiry.
I shall be most pleased to avail myself of your kind suggestion when and if prices decline.

Conversational

Enclosed is the brochure you asked about.
I will gladly follow your suggestion if the price falls.

Cutting Out “Rubber Stamps”

Rubber stamps are expressions used every time a certain type of situation occurs.

Common Examples:

Last but not least
Leave no stone unturned
As good as gold relics

Other Examples:

This is to inform you that…
In accordance with your instructions…

You-Viewpoint

“You-Viewpoint” is a technique for creating goodwill message that focuses on the reader’s interests and concerns.

You-Viewpoint can be applied in case of:

Presenting good news
Approving a request of some party (i.e. customer)
Developing advertising messages
Presenting bad news

Examples: You-Viewpoint

We-Viewpoint

We sell this cutlery set for the low price of Taka 250 each and suggest a retail price of Taka 310.
We have received your report of May 1.

You-Viewpoint

You can reap a Taka 60 profit on each cutlery set you sell at Taka 310.
Thank you for your report of May 1.

Effects of Words

Positive words are appropriate for achieving message goals.
Positive words create goodwill atmosphere that a sender usually seeks.
Negative words create reader’s resistance as these go against reader’s intention and/or will.
Strongly negative words such as mistake, problem, refuse; etc create unpleasant effects.

Examples: Word Choice

Negative

We regret to inform you that we must deny your request for credit
Smoking is not permitted anywhere except in the lobby

Positive

For the time being, we can serve you on a cash basis only
Smoking is permitted in the lobby only.

Courtesy

“Courtesy” is a technique that is used to build and maintain goodwill. In this case, a sender treats people with respect and friendly human concern.

The techniques can be applied:

Focusing or customizing your message for specific reader.
Refraining from preaching (i.e. you must, you should)
Doing more than is expected

Courtesy (Continued)

Avoiding anger.

Examples:

I can not understand your negligence.
We will not tolerate this condition.
We have no intention of permitting this condition to continue.
Being Sincere.

Risks involved:

Over-doing goodwill techniques
Exaggerating the positives.

Courtesy (Continued)

Avoid preaching.

Examples:

You must take advantage of savings like this if you are to be successful.
You should use this product according to the guidelines as in indicated in the manual.

Courtesy (Continued)

Doing more than expected.
Providing explanation to a request which has been denied.
Providing a answer that justifies a decision whether it be positive, or negative.
Offering possible alternative course of actions.
Providing suggestions about using the product.
Congratulating, or wishing good luck.

Role of Emphasis

Four techniques of emphasis:

Emphasis by Position – The starting and ending part of a writing unit carry more emphasis than the center.
Space and Emphasis – The more is said about something, the more emphasis is given to it.
Sentence structure and Emphasis – Place more important information in a short, simple sentence.
Mechanical means and Emphasis – Using quotation marks, italics, bold typeface; etc.

Coherence

The relationships among the parts of the message, paragraph, and sentence must be maintained that build a logical and consistent structure.