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Why
Communicate With the Dead?
By Jane Watson
Many
people prepare their business correspondence as if they were
writing to the dead. These writers take great care to explain
the details they consider important and then ask the reader
to do something--buy a product or service, send information,
answer questions, or follow-up with some specified activity.
But
why should the reader? What's in it for him or her? Of course,
you may have such a high standing in the office hierarchy
or the issue may be so critical the person is forced to get
back to you. However, what's the incentive to have them reply
immediately? Or to take care in doing so?
Sales
people learn all about features and benefits when dealing
with their customers face to face. The same premise applies
to writing. If you merely outline features and leave it up
to the readers to figure out the benefits, nine times out
of ten your letter will end up in the trash.
Tone
is also important. Too many writers choose words and adopt
a tone more appropriate for a 1920s reader. Why? These people
are no longer in the business world. For example, Pursuant
to your letter of May 6,(1920s style) Better: In response
to your letter of May 6(1997 style). As per your letter of
recent date(1920s style) Better: As requested in your letter
of June 3(1997 style).
In
addition, use people's names. Show that you know who you are
writing to and that you have taken the time to consider their
needs.
That
brings us to another point. Keep it short. Your reader is
not waiting for your letter or memo. He is busy. If the communication
is long and complicated, the reader will ignore it, may misunderstand
your intentions, or delay in responding. Tell the reader what
he wants to know and what he needs to know. Omit anything
else.
Always
keep in mind who you are writing to-a live, busy person who
probably has the same vocabulary level as you and who enjoys
seeing some warmth and friendliness in his correspondence.
Don't write to the dead.
©2006,
Jane Watson is dedicated to advancing business communications.
She is a consultant, author, keynoter and trainer and can
be reached at jane@jwatsonassociates.com
or (905) 820-9909.
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