Fundamentals of Headlines, Copy and Design in Communication

Written by Lee Hopkins

Continued from page 1

Next,repparttar photo or illustration amplifiesrepparttar 107974 message. An ad for Bull Worldwide Information Systems, for example, showed a satellite photo ofrepparttar 107975 earth withrepparttar 107976 headline "GloBull."

Oncerepparttar 107977 headline and illustration have drawnrepparttar 107978 customer into your ad,repparttar 107979 copy convinces them to buy. So make it believable, full of information, and bolstered with words and style that complement your identity. Almost any Volkswagen or Mercedes Benz print ad exemplifies convincing copy in a style that suitsrepparttar 107980 product perfectly.

Broadcast advertising will also involve selecting music, sound effects, actors or announcers, and perhaps a theme song. All these elements enhance your message and reinforce your identity but, forrepparttar 107981 most part,repparttar 107982 copy and what it conveys actually do repparttar 107983 selling.

When you match consumer psychology with effective communication styles you get a powerful combination. At Hopkins-Business- you can find the secrets to communication success. At Hopkins we show you how to communicate better for better business results.

The seven essentials of great business communication

Written by Lee Hopkins

Continued from page 1

Screen-after-screen of lengthy text, in a small barely legible font size (because a small font size isrepparttar only way to fit all ofrepparttar 107973 words ontorepparttar 107974 slide), whichrepparttar 107975 manager duly and dully reads verbatim.


The psychological reality is that unless a person is interested inrepparttar 107976 subject ofrepparttar 107977 message they are highly unlikely to pay ANY attention.

Which means that if you force them to attend to your message you will actually turn them against you and be even less likely to receive their attention inrepparttar 107978 future.

Save your in-depth budget and performance analysis Excel- generated charts for those who genuinely care and need to know about such things.

If your business communication needs to touch on several areas that might not be of interest to your entire audience, let them know of alternative resources that more fully address each of these additional areas.

You can do this by, for example, providing them with an easily-remembered and written link to a webpage where a greater depth of information can be stored.

Primacy/Recency ~~~~~~~~~~~~~~~ It is essential to know that, one week later, a business communication is remembered by one or both of two things:

*repparttar 107979 power and memorability of its opening *repparttar 107980 power and memorability of its close

Psychologists callrepparttar 107981 effect of rememberingrepparttar 107982 first few items presented as a 'Primacy Effect'. Similarly, they callrepparttar 107983 effect of rememberingrepparttar 107984 last few items presented to you as a 'Recency Effect'.

Since individuals differ in which Effect isrepparttar 107985 most dominant for them, it is best to 'cover your bases' and make an effort to have both a powerful and memorable opening and a powerful close.

A powerful opening can be anything that capturesrepparttar 107986 audience's attention: * a quote, * a joke, * a loud noise, * a preposterous statement.

Just make sure that your opening remains consistent with and relates torepparttar 107987 subject ofrepparttar 107988 communication.

Equally, a powerful close that bears no resemblance torepparttar 107989 main body ofrepparttar 107990 communication would just confuse and disappoint an audience brought up to expect something more.

And don't think that humour will save you.

Business communication is a serious business and very few people haverepparttar 107991 skill to be able to deliver a humourous message that repparttar 107992 audience will retain and act upon.

As Granville Toogood says in his excellent book 'The Articulate Executive', humour is a very risky strategy.

If you are determined to use humour in your presentation, then please follow Toogood's recommendation:

* Tellrepparttar 107993 story as if it were true. The punch line is a lot funnier if we aren't expecting it

* Tellrepparttar 107994 story to make a business point. If you don't make a point, you have no business telling a joke

* Make sure you tellrepparttar 107995 story correctly, don't mess uprepparttar 107996 punch line, and make sure it's appropriate.

The opening and closing of your business communication arerepparttar 107997 two most easily remembered and therefore essential elements. Make sure you give your audience something to remember.

The Psychological Rule of 72 (seven plus or minus two) ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ Psychologists have long known thatrepparttar 107998 human brain has a finite capacity to hold information in short-term or 'working' memory.

The brain is also structured to retain information in 'clusters' or groups of items. These clusters average, acrossrepparttar 107999 whole of mankind, at seven items, plus or minus two.

Which means that your audience is only able to hold on to between five and nine pieces of information at any one time.

Now do you seerepparttar 108000 importance of clarity of message and of having a distinctive and memorable opening and close?

If you want your key points to be remembered even five minutes later, it is essential that you limit your business communication to between just five and nine key points.

Equally, if you want your key action points to be remembered five weeks later, ensure that your communication is amongstrepparttar 108001 five to nine most memorable messages your audience has attended to inrepparttar 108002 last five weeks.

Conclusion ~~~~~~~~~~ There are seven essential elements to successful business communication:

Structure Clarity Consistency Medium Relevancy Primacy/Recency Rule of 72

If you are going to communicate effectively in business it is essential that you have a solid grasp of these seven elements.

When you match consumer psychology with effective communication styles you get a powerful combination. At Hopkins-Business- you can find the secrets to communication success. At Hopkins we show you how to communicate better for better business results.

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