I’m sometimes asked to write letters, ads, posts, etc. for my customers. And, of course, I’m always happy to help.
Whether it’s a flyer to promote their services or a letter to explain a change, knowing the purpose and what the sender wants the reader to do is an important first step.
I like to start by knowing a little bit about the audience and what’s important to them. Why would they care about what you have to say?
A communication should have a purpose and be relevant to its audience if they’re going to read it.
I also need to understand what’s important to the sender. In their eyes, what are they trying to accomplish by communicating? My marketing hat reminds me that there needs to be value for both parties, sender and receiver. What does the small business owner want to achieve and what will the customer or potential customer gain? By asking yourself why you’re communicating, your reader will, hopefully, know why they’re receiving it!
Uncovering these objectives helps ensure the messaging is relevant. It also means I can eliminate any unnecessary details that might take away from the message, confuse the reader and/or bore them. In today’s fast-paced world, few people take the time to participate in something where they see no value in it for them.
With clarity on the purpose of the communication and the audience we want to reach, I now ask myself, what’s the best way to deliver that message?
Is your communication meant to influence or excite the reader? Maybe you want them to get excited about a new product so they rush out and buy it?
If you’re in the service industry, you might want to share details or information about rate changes or upgrades?
Or, maybe the purpose is to gather information, something you might need before a medical appointment, for example?
Give some thought to the most appropriate way to deliver that message. You want it to reach them and not get lost in the clutter of information they already receive. You also don’t want to take up their time scheduling an appointment they won’t find value in.
How will you reach your audience?
All this upfront planning will help drive the best way to deliver the message to your intended readers. A communication can be visual, verbal or non-verbal. Each has its advantages.
Visual communication
An effectively designed communication can create excitement. The correct use of imagery can create emotion and evoke action. It can also be much more memorable than a plain written letter. So, if you want to get people to notice, read and act, a designed communication (or video?) may be the way to go.
Written communication
A well-written communication is simple and clear. Practice writing in plain language, avoiding unnecessary technical terms and acronyms. Write a concise message that tells the reader what they need to know and why. Make good use of white space and illustrations (if appropriate). Once they’re done reading, they should know exactly what they have to do.
Non-written communication
Communicating face-to-face has its advantages. Not only will you get to see facial expressions, you’ll get instant feedback! This will give you an an opportunity to answer questions and address any concerns right away. Face-to-face communication often builds trust and underscores the importance of the message. It’s a much more personal way to deliver sensitive messages.
Before you put pen to paper, or fingers to keyboard, consider your audience and how they’ll react. What’s important to them, what do you want them to do and how will you influence them to take action?
Now go write!
Writing for you. 