Issue link: https://read.dmtmag.com/i/391492
OCTOBER 2014 20 THE JOURNAL A lot depends on it How to Get (Really) Good at Business Communications BY JOHN GRAHAM SALES MARKETING It's easy to roll your eyes and moan about the state of business communications. Everything from incomplete, inaccurate and confusing emails and memos to meeting minutes and re- ports that don't make sense. Ineffective busi- ness letters, most of which are peppered with the first person singular pronoun, are fodder for the recycling bin. All this results in errors, causes confusion, wastes time, creates aggravation, and puts even capable workers at an advancement and career disadvantage, not to mention the negative im- plications for their employ- ers. It's any wonder that productivity, which is dropping, isn't collapsing. However, it's irrelevant whether or not the ability to express oneself clearly and accurately is at an all- time low. It's not enough to identify a problem; the test is what can be done about it. Here are sugges- tions on how to get (re- ally) good at business communication: 1. Put it in writing. It's easy to 'talk stuff' or text and assume that's suffi- cient. It isn't. Just ask Amazon's Jeff Bezos, who says, "There's no way to write a six-page, narratively structured memo and not have clear thinking." Few people can accomplish the task. "Writing is the primary basis upon which your work, your learning, and your intellect will be judged — in college, in the workplace, and in the community," states Marquette University, along with others. Writing clarifies thought, uncovers false as- sumptions, helps articulate worthwhile ques- tions, and stimulates feedback. All of which are essential qualities for success in business. 2. Start at the beginning. The worst mis- take is to assume that the reader or listener will figure out what's important about your mes- sage. They won't. For example, wading through a half-dozen long paragraphs of a newsletter's lead article be- fore getting to the main point asked too much of any reader. Simply moving the last paragraph to the beginning would make it interesting and compelling. The way to capture the attention of readers and listeners is to start at the begin- ning. 3. Have a plan. If you don't have a plan, the reader or listener won't bother with it. Although we've all had too many experiences like this, few learn from them. Too often we start typing with only some vague idea where we're going. And we never get there. To avoid a 'stream of consciousness' calamity, here's a sure-fire outline that works wonders in any type of business communication: Problem/Solution, and it's useful for almost every subject. For example, "Why we need to make a change in our product line" may be your topic. • Problem. A discussion of reasons how and why the problem developed. • Solution. After laying this groundwork, present the solution to the problem, which in- cludes why it overcomes each of the reasons that caused the original problem. Then comes the call to action, the steps to take to move forward and resolve the problem. 4. Put your work to the test. If experienced and even the most famous writers require an ed- itor, it only makes sense that the rest of us do, too. The only way to improve and to make sure the message is clear and on target is to find someone who can help. And it doesn't need to be a 'professional'. It can be a co-worker, friend, partner or spouse, anyone who is metic- ulous and likes language. There are other benefits, too. Your 'editor' should be encouraged to point out inconsisten- cies, errors of fact, lack of clarity, and make suggestions for improving your work. That's the gold standard, so be sure to come up with ways to say thank you. 5. Rewrite. However much you do it, it's never enough. Someone said, "Hey, this isn't the Gettysburg Address, it's just a monthly wrap up." That's the problem: business com- munications are not worth the effort. The designers could have said that about the Apple TV remote control. Hold one in your hand; it's simplicity and elegance are com- pelling. Just three buttons, not a dazzling array of dozens. It took time, effort and commitment to go from 50 or more buttons to three. Force- ful and persuasive business writing, presenting and speaking takes rewriting. We never do our best work the first time. 6. Slay the good business communication killers. They may seem minor, but they can do big-time damage: • Needless words. Extra words are 'filler' and obscure the message. They're like plaque It's any wonder that productivity, which is dropping, isn't col- lapsing. However, it's irrelevant whether or not the ability to ex- press oneself clearly and accurately is at an all-time low.