In business, you are expected to write. The act of writing can be very stressful. Simply organizing your thoughts takes time. Then you worry if readers will ignore or misunderstand what you send them. If the first message goes wrong, you may find yourself in an endless loop of explanations. Here are four tips to reduce the stress of writing:
Don’t write, talk.
I happen to be a writing person; I stumble when I’m forced to talk spontaneously. You may very well be just the opposite–a person who shines when you talk. In any case, these days we spend way too much time texting and emailing each other and not enough talking directly. When you are face-to-face or at least voice-to-voice with another person, miscommunications are less likely and can be easily cleared up. Surprise someone: talk to them.
Consider your readers.
Talking isn’t always possible, especially if you are reaching out to several people simultaneously. But remember that everyone’s first question is, “What’s in it for me?” Always begin with benefits or results, then explanations. In a long email, proposal, or report, give a list of contents–and then stick to that list–so that your readers know what to expect and have some idea what sections apply most to their particular interest. If you want the answer to a question, make sure you include a question mark somewhere early on; if you are responding to a question, give the answer first and then explain how you got there.
Be brief and specific.
For example, in the executive summary of a proposal, readers are interested first in the solutions to their problem, and then in learning the details. Vague words like “great,” “wonderful,” “state-of-the-art,” and “proactive” merely take up space and your reader’s time. Readers know what they want to know--do you?
If you are frustrated by the results you get from your marketing collateral, proposals, letters, and emails, review them to decide whether you might be better off with a face-to-face meeting; whether you have given primacy to your customer’s interests; and whether you have written as briefly and specifically as you can.
From our base in Peterborough, NH, TWP Marketing & Technical Communications writes marketing copy that engages your customers and delivers your message with accuracy, clarity, and passion.