Things-to-remember for effective communication (Part 4)

Adopt the you-attitude. It is an accepted truth that one of the most pleasant sounds to the average individual is his own name or self. To make our letter more effective, we must avoid I’s and We’s and have as many you’s as possible. In any case, we should not forget the reader’s point of view in the whole of our letter.

We-attitude	You-attitude
I was happy to hear that my letter of January 5 provided you sufficient information...	Thank you for your assurance that you had sufficient information...
I want to express my sincere thanks for the good words...	Thank you for your kind words...
We have four different savings schemes in which our customers can invest their savings.	You have a choice of four savings schemes in which you can invest your savings.

Emphasis positive, pleasant facts. We swallow sugar-coated pills without any grumble. Similarly, in a business letter, the reader calmly and coolly accepts all the No’s, Regrets and Sorry’s if they are expressed in a positive manner. An approach with a negative beginning or a negative connotation irritates the reader and makes him feel that you lack business manners. A positive approach, on the other hand, convinces the reader of your helplessness, or your genuine difficulties, etc. In other words, a positive and pleasant approach says ‘No’ but retains the customer’s goodwill.

Negative	Positive
We regret to inform you that we will not be able to execute your order until...	Thank you for your order. The goods will be sent to you as soon as...
It is very unfortunate that your payment was received too late to permit us to ship your goods.	It was kind of you to send us a cheque for your order of April 5. However, your goods were mailed C.O.D. last Monday since our credit department assumed that you would want them as quickly as possible.

Impart integrity in your messages. Showing integrity is perhaps the best way of showing consideration. Integrity involves the observance of ethical principles-sincerity and fair treatment. These values should not be discarded as redundant to the modern materialistic world; they are the staple food to nourish growth. Nothing will impress the receiver of your message than these two simple virtues.