Sometimes in business it’s easy to lose sight of the human aspect of communication. We want to achieve our objective and often view others as either obstacles or allies in meeting our goals. But effective communication, particularly with customers, should also take into account proven principles—such as giving people a choice when there’s bad news and extending wins/cutting losses. I think of these principles as strategic communication guidelines, and I know they work based on personal experience.

Giving someone a choice when there’s bad news to communicate, even if the choice is between two equally disagreeable scenarios, gives the person a sense of control. Having control in a difficult situation lessens stress.

The principle of extending wins and cutting losses means giving people multiple opportunities to be happy. In a study that illustrates the point, participants were given the choice of winning $10 one time or $5 on two separate occasions. They overwhelmingly preferred to win $5 twice. In the same study, participants were given the choice of losing $10 once or $5 twice. They preferred losing $10 once.

Tom’s Takeaway: When dealing with others, give them multiple reasons to be happy. If you have bad news, unveil it all at once but be sure to provide choices in dealing with the bad news, even if the choice is between two equally disagreeable scenarios.