You-Attitude
You-attitude is reader-oriented writing; the writer privileges the reader's needs and wants over the writer's own needs and wants.
The writer designs and organizes the document to give the reader what she wants and expects.
Use the six following techniques to develop you-attitude:
1) Focus on what the reader receives (Extrinsic and Intrinsic Benefits), not on what the writer (you) can do for the reader.
Not: "Here's what we'll do for you. . ." But: "Here's how this improves your situation. . ."
Not: "Come support the UI Vandals!" But: "Come help the Vandals win one for your school!"
Not:
Vandal Pride Pass
But:
Vandal Spirit Fridays
or
Vandal Pride!
2) Adjust pronouns to focus on the reader (neutral/positive situations).
~ Edit out "I"; referring to yourself and not the reader gives the impression you are more concerned with yourself than with the reader's needs.
~ "We-ness": Use "we" only if it includes the reader; make the reader feel included in the group.
3) Avoid discussing your own feelings.
~ Don't write "We're excited..." or "We're happy to tell you..." etc. The reader probably doesn't care or want to know
how you feel (why do I care that you are excited?).
4) Don't predict the reader's response or tell him how he will feel or what he needs.
~ Don't write "You'll be happy to learn that..." or "This new policy will make
you feel a new sense of power..." People don't like being told how they
will feel.
5) Refer specifically to specific relevant information:
~ The reader's request or order, previous correspondence,
technical numbers etc.
~ Refer to specific items or specific invoice numbers, course numbers, sections,
etc.
~ Refer to specific dates.
~ In short, give the reader all the information
necessary to quickly give you what you want.