Page 82 - TX_Marketing 2_M1_v2

ethical character. In general, it is reasonable to be affected by a person's credentials,

background, and perceived ethical character, and when used sparingly and in
conjunction with other means, ethos is an effective means of persuasion. This lesson

examined ways that you can keep ethos as a means of persuasion open to you. We

looked at diction, tone, and form; business etiquette; and the importance of cultural
and gender sensitivity.

Form, diction, and tone relate to the linguistic ethos of your communications. For
most standard, business-related correspondence there is a set form that you should

follow. If a person receives a correspondence from you that is not in the proper form,

then they might think that you don't know what the proper form is or that you didn't
take the time to look it up.

It is probably fair to say that in most cases there is a standard and that you should

seek it out. Before assuming that there is no form, always make sure you look. If for
some reason you choose to deviate from a specific form, then there should be a

definite and specific reason that your audience will quickly recognize.

Diction refers to word choice, especially when commenting on the appropriateness

of word choice. You want to choose language representative of your educational and

professional background. This means that you should consciously use contractions;
choose words with a positive connotation; avoid excessive modifiers and "buzz

words;" and speak to your specific audience.

Tone refers to the implied attitude of a communicator inferred from a

communicator's diction and style. Attitude has a big impact on how people perceive
you and your "character," so it plays a big role when trying to use ethos as a means

of persuasion. In the business world and in real estate negotiations and

correspondence, you always want to establish a positive tone.

TX Marketing II: Negotiation Techniques 81