The "you” perspective in business correspondence means looking at a topic from the reader’s point of view. It is about emphasizing on what the readers want or need to know to generate goodwill and positive results. Business correspondence aims on persuading the readers to buy a product, accept an offer, pay a bill or perform a service for the writer. For this, it is important to emphasize on what is in it for the readers and "you” perspective helps in doing so (Nordquist, 2018).
Effective writers make the readers believe that the most important person in their correspondence is the reader. The desires, problems, circumstances, emotions and probable reactions of the readers are taken into consideration in order to win their mind. We use "you” perspective to look at things from readers’ point of view, show benefits and positive aspects for the readers, protect the readers’ ego, express appreciation for readers and humanize the message (Business Communication).
People are self-centered, defensive, non-perfect, need specific goals, expect courtesy and want to feel appreciated. The "you” perspective tries to address these needs by focusing on what the readers receive or can do. It follows the principle that "you can buy in your own language but you have to sell in the language of the customers.” It makes the readers feel important, valued, cared and respected. The use of "you” in place of "I” or "we” can have significant impact in the mind of the readers (Hurley , 2007). It will be beneficial for the business as it helps in creation of friendly atmosphere, establishment of mutual trust, accomplishment of the correspondence’s objective and enhancement of goodwill.
For Example:
"You will receive your order tomorrow.” can grab more attention of the reader than "We shipped your order today and it will be delivered it by tomorrow.”
"Congratulations! Your loan is approved.” is more appealing than "We are happy to inform you that we have approved your loan.”
References
Business Communication. (n.d.). Business Communication. Retrieved from What is You Attitude in Business Communication: thebusinesscommunication.com/impor...
Nordquist, R. (2018, January 23). Thought Co. Retrieved from Guidelines for Adopting the ‘You Attitude’ in Professional Writing: thoughtco.com/adopting-the-you-att...
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The "you” perspective in business correspondence means looking at a topic from the reader’s point of view. It is about emphasizing on what the readers want or need to know to generate goodwill and positive results. Business correspondence aims on persuading the readers to buy a product, accept an offer, pay a bill or perform a service for the writer. For this, it is important to emphasize on what is in it for the readers and "you” perspective helps in doing so (Nordquist, 2018).
Effective writers make the readers believe that the most important person in their correspondence is the reader. The desires, problems, circumstances, emotions and probable reactions of the readers are taken into consideration in order to win their mind. We use "you” perspective to look at things from readers’ point of view, show benefits and positive aspects for the readers, protect the readers’ ego, express appreciation for readers and humanize the message (Business Communication).
People are self-centered, defensive, non-perfect, need specific goals, expect courtesy and want to feel appreciated. The "you” perspective tries to address these needs by focusing on what the readers receive or can do. It follows the principle that "you can buy in your own language but you have to sell in the language of the customers.” It makes the readers feel important, valued, cared and respected. The use of "you” in place of "I” or "we” can have significant impact in the mind of the readers (Hurley , 2007). It will be beneficial for the business as it helps in creation of friendly atmosphere, establishment of mutual trust, accomplishment of the correspondence’s objective and enhancement of goodwill.
For Example:
"You will receive your order tomorrow.” can grab more attention of the reader than "We shipped your order today and it will be delivered it by tomorrow.”
"Congratulations! Your loan is approved.” is more appealing than "We are happy to inform you that we have approved your loan.”
References
Business Communication. (n.d.). Business Communication. Retrieved from What is You Attitude in Business Communication: thebusinesscommunication.com/impor...
Hurley , S. (2007). Retrieved from The You Attitude and Reader-Centered Writing: ctconservation.org/sites/default/f...
Nordquist, R. (2018, January 23). Thought Co. Retrieved from Guidelines for Adopting the ‘You Attitude’ in Professional Writing: thoughtco.com/adopting-the-you-att...