Addressing Handshake 2.0’s Readers

Please use declarative sentences when reporting on business news, business principles, or a company leader, a company, or its products or services.  Statements are like platters in a buffet line.  We don’t command or question what “meal” or idea a reader takes from the post.  The reader chooses.

When we’re sharing our personal experience with a company leader, a company, or its products or services, we use the first person “I.”

We’re very careful not to address the reader as “you” in our posts.

Correct:

Company ABC makes widgets.

Correct:

I like using Company ABC’s widgets.

Incorrect:

You know when you need a widget?

You should try Company ABC’s widgets.

You’ll love Company ABC’s widgets!

Check out Company ABC’s widgets!

A “you-statement” is often expressed with the best of intentions.

A you-statement is usually perceived, however – consciously or unconsciously – as unsolicited and intrusive  advice – or worse, a direct order.  “Check it out now!” tells someone exactly what to do and when to do it.

That doesn’t engender a trusting, close relationship between writer and reader.  It creates a distance between the writer and reader and often puts the writer in a one-up position and the reader one-down.  Directives make the writer the boss.  Statements put the writer and the reader on the same team.

Consciously or unconsciously, the motivation behind a “you-statement” – a statement using “you” as the subject such as “You make me angry!” or “You shouldn’t think that way” or “Can’t you calm down?” is almost always control. 

Translation of a you-statement is often this simple:  “I want you to _______,” or “I don’t what you to _______,” where the blank is filled in by the action the writer perceives will meet a need or want, or relieve an uncomfortable feeling.  By using a you-statement, the writer attempts to control what the reader thinks, feels, or does.

At Handshake 2.0, we like to offer our readers their choice of new insights and ideas, not to control their choices.

So, please – and here are you-statements with conscious intent – we ask you not to use you-statements in your posts for Handshake 2.0.

Our readers, respected guests free to choose their own “meals,” will appreciate you, the writer, for it.

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