商务沟通教学（东北财经大学）lecture 5.pptVIP

* FYI CC BCC EMAIL: A few suggestions * Business CommunicationLecture 5: Routine Message Zhenhua Liu 2015.10 * TODAY’S OBJECTIVES Audience Adaptation—You Attitude Direct Order vs. Indirect Order Email--details we should notice * Frequency of Errors in Routine Messages Punctuation Errors 43.7% Word Usage Errors 52.2% Sentence Syntax Errors 45.3% * Audience Adaptation Strategies of messages to be sent—maximum benefit— Adapting messages to the audience 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) ----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 ”. * Audience Adaptation Writers who have the you attitude prepare messages matching their readers’ interests. They do this by putting themselves in the readers’ place. 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. Communications tend to be more successful when displaying a you attitude. * 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 * Focus on Receiver’s View Point “Me” Attitude “You” Attitude I want to congratulate you on your award. Congratulations! You are the Employee of the Year. I am interested in ordering . . . 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 yo