2009 Volume 2009 Issue 15 Pages 1-12
This paper presents some basic guidelines for applying the “you-attitude” to business messages. The “you-attitude” is a traditional and fundamental business communication axiom‚ but most textbooks have provided only general or selectively specific guidelines. To implement a “you-attitude‚” the communicator should begin by defining the purpose relating to the recipient's needs‚ emphasize the recipient's benefits‚ show respect by adopting strategies from linguistic politeness theories‚ use positive expressions‚ favor plain language‚ produce powerful visual effects‚ and supply precise data in precise diction. These guidelines could be integrated into the memorable and usable principles of the “Seven Ps”: Be Purposeful‚ Profitable‚ Polite‚ Positive‚ Plain‚ Powerful‚ and Precise. The principles of the Seven Ps are tentatively formulated and their validity is examined further.