Smart Written Communications Tips - Part One
Smart Written Communications Tips - Part One
Whether it’s a sales letter to a Client, e-mail to a colleague, report or proposal to your boss etc. – there can be a danger of trying too hard to compose a beautiful piece of work – rather than an effective one! Understand what you want the Reader to know (or do) after receiving your communication. Then, concentrate on finding the simplest, briefest way of achieving this
Edit it ruthlessly
Even when you think you have achieved the first point, have another go at reducing the length of your message. This doesn’t mean omitting anything of importance – it’s about being as sparse as you can be. Your Reader has little time to read or consider your message; the simpler, the clearer, it’s going to be to do so – the better your chance of success
Always be Reader-focused
As mentioned above, your reader will appreciate your work at making the communication as easy to understand as possible. So, as you start to create it, aim to see it from the Reader’s point of view (not what you’d like it to be). Once you understand this starting point, it’s easier to reach the successful end-point you are aiming for
Think before your “final” write
Imagine you are writing to a relative to thank them for a gift. You’ll probably pick up a pen and keep writing until you’ve exhausted your supply of interesting things to say! And that’s okay in such a personal communication. On the other hand, if you were writing to a boyfriend or girlfriend to ask for their forgiveness(!) you’d probably spend a bit more time carefully crafting your abject apology. With business writing, make sure you stick to the latter plan, rather than just writing (or typing) whatever is in your head until it’s empty!
Find the story
Following-on from the last point, if, for example, you are writing an ad, sales letter or proposal; do you take the time to “find the story”? It’s what the best copywriters do. This means you search out that one key fact or idea which will form the cornerstone of your written communication. For example, in an ad, it could often be the prime benefit, key buying reason (or occasionally, a killer fact); the one thing that tips the Reader over from curious to interested; from interested to buyer
(More powerful tips in part two of this article)
Smart Written Communications Tips Part One - To learn more about this author, visit Gordon Veniard's Website.
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Be practical not poetical
Whether it’s a sales letter to a Client, e-mail to a colleague, report or proposal to your boss etc. – there can be a danger of trying too hard to compose a beautiful piece of work – rather than an effective one! Understand what you want the Reader to know (or do) after receiving your communication. Then, concentrate on finding the simplest, briefest way of achieving this
Edit it ruthlessly
Even when you think you have achieved the first point, have another go at reducing the length of your message. This doesn’t mean omitting anything of importance – it’s about being as sparse as you can be. Your Reader has little time to read or consider your message; the simpler, the clearer, it’s going to be to do so – the better your chance of success
Always be Reader-focused
As mentioned above, your reader will appreciate your work at making the communication as easy to understand as possible. So, as you start to create it, aim to see it from the Reader’s point of view (not what you’d like it to be). Once you understand this starting point, it’s easier to reach the successful end-point you are aiming for
Think before your “final” write
Imagine you are writing to a relative to thank them for a gift. You’ll probably pick up a pen and keep writing until you’ve exhausted your supply of interesting things to say! And that’s okay in such a personal communication. On the other hand, if you were writing to a boyfriend or girlfriend to ask for their forgiveness(!) you’d probably spend a bit more time carefully crafting your abject apology. With business writing, make sure you stick to the latter plan, rather than just writing (or typing) whatever is in your head until it’s empty!
Find the story
Following-on from the last point, if, for example, you are writing an ad, sales letter or proposal; do you take the time to “find the story”? It’s what the best copywriters do. This means you search out that one key fact or idea which will form the cornerstone of your written communication. For example, in an ad, it could often be the prime benefit, key buying reason (or occasionally, a killer fact); the one thing that tips the Reader over from curious to interested; from interested to buyer
(More powerful tips in part two of this article)
Smart Written Communications Tips Part One - To learn more about this author, visit Gordon Veniard's Website.
Like this article? Share it with your friends
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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