I am often asked to simplify the process of business writing. Make it easy and fast to develop clear, effective messages. The good news is that there are a few simple steps to get started, and regular practice quickly builds habits that help your career and last a lifetime. The bad news is that it does take some effort, but it’s critical to avoid costly pitfalls.
What are the consequences of poor communication in business?
It costs money.
Many studies show that incredible amounts of time and money are wasted on follow-up questions and costly mistakes that result from unclear information. I have seen many deadlines missed and budgets blown due to miscommunication during important projects.
It reduces performance.
Companies rely on clear communications for smooth execution of key programs and projects. When miscommunications with leaders, customers, other teams, or other stakeholders cause bumps in the road, the organization’s performance suffers.
It hurts relationships.
When miscommunications cost money or hurt performance, it takes a toll on relationships. The blame must land somewhere. Organizations bear significant, lasting damage when relationships and trust are strained.
It hurts careers.
When projects don’t go smoothly, leaders or team members are held responsible. Their professional reputations may be tarnished and opportunities for advancement reduced.
The following simple steps will help lay the groundwork for effective communications.
1. Know your audience
I know it seems obvious to know your audience, but without some forethought, many of us will write with our own agendas in mind. Our own knowledge, priorities, concerns, and motivations frame our approaches. Some people write what they want people to know, or maybe to show off what they know, rather than what the audience needs to know to take the necessary action.
So before you start writing, be sure to know the following:
- Obvious characteristics – company, title, experience, demographic, etc.
- Priorities and concerns – What motivates them? What keeps them up at night?. The priorities for the CTO are different than those of the CFO or CRO; the priorities of the executive team are different than those of the front-line workers (profitable growth vs. job security, for example).
- What do they already know? What essential information do they need to know? Don’t bore them, insult them, or waste their time.
- How do they like to receive communications? Email, text, call, video, in person?
If the audience is diverse, the task is more complex. You need to be strategic regarding prioritization of the audiences and messages.
2. Know your purpose
Write down the “who, what, when, and why” of your message. Not an ambiguous purpose like, “I want my team to focus on productivity,” but “Our team (who) needs to focus on billing and utilization rates (what) in the 3rd quarter (when) to make sure we reach profit goals and bonus expectations for the year (why).” Make sure the “why” aligns with the characteristics of your audience. Align all the content in your message with that purpose.
3. Make it easy
Make it easy for your audience to understand and take the intended action. How?
- Structure – Summarize your purpose up front (BLUF, or Bottom Line Up Front, is standard in U.S. military communications; BLOT, or Bottom Line On Top, is the standard practice at Amazon), then provide clear steps, reasons, evidence, or information to support your purpose.
- Formatting is the easiest way to make communication easy! Busy audiences hate dense blocks of text. They love white space, bullets, bold, boxes or other ways the eyes and brain can quickly make sense of the content. If you make it hard, they can make mistakes or take no action.
- Delivery – When speaking, use inflection, gestures, pauses, and transitions (like first, second, and finally) to delineate your points and emphasize key information.
- Concision – Concision doesn’t mean short, it means precise. Take the time to find the best words to convey your message with the right clarity, urgency, emotion and confidence. No more, no less.
- Call to action – Don’t underestimate the importance of ending with a clear statement of what you want the audience to do, when, and how. For example, don’t just say, “contact us” or “sign up” or “learn more.” Provide a direct link or other easy ways to take action now, and/or let them know when and how they will receive future information.
In later articles, I will explore more advanced tactics to help you move, persuade, and inspire audiences.