PPT
Module 7
Positive Emphasis
McGraw-Hill/Irwin ©2007, The McGraw-Hill Companies, All Rights Reserved.
7-1
Positive Emphasis
To learn how to
Continue building goodwill.
Emphasize the positive.
Use positive emphasis ethically.
Begin to choose an appropriate
tone.
7-2
Positive Emphasis
Start by answering these questions:
How do I create positive emphasis?
What’s the best way to apologize?
Why do I need to think about tone,
politeness, and power?
7-3
Some Negatives Are Necessary
To build credibility
when giving bad
news.
To help people to
take a problem
seriously.
7-4
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.
7-5
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.
7-6
To Create Positive Emphasis
continued
Omit unimportant
negatives.
Put the negative in
the middle and
present it
compactly.
7-7
Some Common Negative Words
Afraid Fail Problem
Bad Fault Reject
Careless Loss Sorry
Delay Misfortune Terrible
Delinquent Mistake Trivial
Deny Neglect Wrong
Difficulty Never Unfair
Error No Unfortunate
7-8
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.
7-9
Positive Emphasis Examples
continued
Lacking: Now Crispy Crunch tastes
better.
Better: Now Crispy Crunch tastes even
better.
Lacking: If you are not satisfied with
Interstate Fidelity Insurance, you do not
have to renew your policy.
Better: Omit the sentence.
7-10
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.
7-11
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.
7-12
Apologizing
If you must, apologize
Early.
Briefly.
Sincerely.
Be aware that apologies have
legal implications.