6. CONSIDERATION:

6. CONSIDERATION:
Consideration refers to giving importance to the other person whether he is a reader audience,
spectator or listener. For achieving consideration following points are considered.
(a) You attitude
(b) Show readers interest
(c) Apply integrity in the message
(d) Emphasize the positive
(a) You Attitude:
You attitude means writing a business message from the point of view of the customer or at
least showing that the customer is very important.
Example:
I - Attitude: We allow 5% discount on Cash Payment.
You - Attitude: You can enjoy 5% discount on Cash Payment.
(b) Show Readers Interest:
People are basically selfish in their nature. They are only interested in themselves and they
always look for some material benefit. Therefore business messages should always be
drafted in such a manner to offer something to the customer, which is of interest for him.
Mind it customers are not interested in the producer or service provider. Their focus of
concentration is their own self. A customer will be a loyal customer, if he is obtaining some
benefit on a regular basis.

(c) Apply Integrity in the Message:
Integrity refers to character in the business message. This would come by being honest and
truthful with the customer. Never make such a promise, which can be fulfilled never give
false hopes to the customer and also never bluff the customer.
(d) Emphasize the Positive:
Most of the statements even in business messages could be written from angles. One is the
positive angle and the other is the negative one. It is always better to highlight positively
rather than negatively.
Example:
Negative: We do not refund if the refund item is soiled and unsalable.
Positive: We do refund if the returned item is clean and saleable.