Effective communicators follow a strategy . . .

1
Effective communicators follow a strategy . . .
The purpose of every business message is to get
your reader to take action.
2
planning

• purpose
• audience
• message
• sender
• timing
• channel media
• tone

3
purpose

• inform
• educate
• instruct
• teach
• persuade
• motivate
• provoke
• sell

4
purpose

• what is desired outcome?
• action to take
• person responsible
• deadline
• location
• all the information needed!

5
purpose

• outcomes are measurable!

6
audience

• who are they?
• how will they benefit?
• what do they need to know?

7
audience

• what do you want them to do when its over?

8
message

• single objective
• focus on audience benefits
• support with evidence
• must be relevant
• must be credible
• must support your conclusion

9
style

• formal vs. informal
• always courteous
• look for positive outcome

10
media
richer

• face-to-face
• interactive
• telephone, e-mail
• personal static
• letters and memos
• impersonal static
• flyers, newsletters

poorer
11
media

• write it for
• shelf life
• clarity
• credibility
• say it for
• quickness
• informality
• instant feedback

12
e-mail

• instant
• interactive
• low cost
• leisure time
• one-to-one, one-to-many

13
e-mail

• requires computer
• requires attention
• junk-e-mail
• potential negative impact

14
internet
Worldwide Users (in millions)
source International Data Corp.
15
The medium is the message. Marshall McLuhan
16
strategy

• effective messages are
• unified
• complete
• reader-centered
• positive
• brief

17
strategy

• state your point
• first paragraph
• provide supporting data
• second paragraph
• close with call to action, goodwill statement
• third paragraph

18
strategy

• is it clear?
• purpose is easily understood
• is it complete?
• all info needed to take action
• is it courteous?
• positive, reader-centered

19
strategy

• explicit, not implied
• all details needed for action
• simplify with lists, categories
• be courteous to reader
• stick to facts (not emotions)

20
strategy

• direct approach
• routine, positive messages
• familiar with receiver
• indirect approach
• persuasive or negative messages
• unfamiliar with receiver

21
strategy

• direct approach
• state the main idea
• give reasons or supporting data
• request action

22
strategy

• indirect approach
• begin with a buffer (statement you can both agree
  on)
• give the reasons
• state the news
• suggest alternative (if possible)
• close with goodwill statement

23
strategy

• dont
• accuse, lecture, or belittle
• make excuses (company policy)
• apologize (unless youre at fault!)
• pass the buck

24
strategy

• do
• begin with statement you can both agree with
• stick to the facts
• close in friendly, positive way

25
strategy

• always
• be courteous
• focus on the positive
• seek win-win

26
(No Transcript)
27
review

• Tips for improvement
• state purpose clearly ( quickly)
• know desired action
• focus on benefits to reader
• avoid me, me, me
• be specific!
• avoid broad generalizations

28
review

• Tips for improvement
• organize!
• highlight key points
• points in logical order
• similar topics together
• avoid redundancy
• break up paragraphs

29
review

• Tips for improvement
• use lists
• bullets
• numbers
• parallel structure!

30
review

• Tips for improvement
• use simple sentences
• use plain words
• use positive language
• friendly, conversational

31
review

• Tips for improvement
• avoid cliches
• provide complete info
• dont forget goodwill close!

32
return to schedule
go to next lesson