商务沟通-lecture5

Frequency of Errors in Routine Messages
Punctuation Errors
43.7%
Word Usage Errors
52.2%
Sentence Syntax Errors 45.3%
Audience Ad百度文库ptation
Strategies of messages to be sent— maximum benefit— Adapting messages to the audience
Please send me . . . (You is the understood subject.)
I give you permission to take an extra day of vacation.
You earned an extra day of vacation because of your performance.
Focus on Receiver’s View Point
“Me” Attitude
I want to congratulate you on your award.
“You” Attitude
Congratulations! You are the Employee of the Year.
I am interested in ordering . . .
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Business Communication
Lecture 5: Routine Message
Zhenhua Liu
TODAY’S OBJECTIVES
➢ Audience Adaptation—You Attitude ➢ Direct Order vs. Indirect Order ➢ Email--details we should notice
--- “You can now access our ATM services even while travelling.”
YOU ATTITUDE
➢ “You – attitude”=empathize with someone
Audience Adaptation
Writers who have the you attitude prepare messages matching their readers’ interests. They do this by putting themselves in the readers’ place.
➢ The You Attitude
Audience Adaptation
➢ In business communication, attitude plays a significant role in achieving business goals (example)
---- “You may buy from me in your own language, but sell to me in mine.” (Willy Brandt, former West German chancellor)
YOU ATTITUDE
---“We are pleased to offer you a 10% discount on cash purchases”
--- “You can get a 10% discount on cash purchases.”
---“We are pleased to inform you that we have installed an ATM at the airport”
➢ How would I feel if I were this person in this situation?
➢ What would I want to read in this message?
Audience Adaptation
➢ The you attitude requires empathy, the ability to understand another’s feelings.
----This saying encapsulates a central principle in communication—the seller must put himself in the shoes of the buyer; the writer must see through the reader’s eyes. In communication studies, this is known as the “you-attitude ”.
➢ Communications tend to be more successful when displaying a "you attitude".
Audience Adaptation
A "you attitude" focuses the attention of your message on your audience, rather than you and your company. A "you attitude" message contains more words like "you" and "yours" than "I" , “we” and “ours”.
Audience Adaptation
In addition to helping you show how your message will influence your reader or listener, using the second person pronoun has another advantage of helping the reader see him- or herself in the situation being described