Five Guidelines for Writing With the "You Attitude"
- Establish a good, respectful relationship with your readers by addressing them directly, writing in the active voice and using the second person (you, your, and yours), not just the first (I, me, mine, we, us, and ours).
- Try to empathize with your readers. Ask yourself: what do they want, what do they need to know, and what's in it for them?
- Rather than focus on your product, your service, or yourself, stress how your readers will benefit from complying with your message.
- Earn the respect of your readers by being courteous, tactful, and gracious.
- And finally (it should go without saying), if you're ever tempted to write "it should go without saying," stifle the impulse!
Extracted from www.grammar.about.com
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