Getting Results from Your Writing & Speaking

Written by Robert F. Abbott

When we communicate, we usually want something to happen. We want results. And, when we’re conscious of results, we’re seeking effective communication.

To put it another way,repparttar effectiveness of communication can be measured byrepparttar 108092 responses it gets. It's not measured by how well we wrote or how eloquently we spoke, although those can help us getrepparttar 108093 responses we want.

Good writing and speaking help us get a response because they help getrepparttar 108094 message across. As I've argued in my book, A Manager's Guide to Newsletters, a newsletter that doesn't get read cannot get a response from readers.

So, writing, designing, speaking, and all those other creative activities matter. But, inrepparttar 108095 end, responses are what count, and effectiveness means gettingrepparttar 108096 responses we want.

That's true for all types of communication, and not just marketing campaigns. Managers who send messages to employees, for example, want employees to respond in a particular way. Maybe they wantrepparttar 108097 employees to do something differently, or maybe they want to reinforce existing behaviors.

For a couple of employee newsletters I published, effectiveness meant greater awareness of health and safety issues. Ifrepparttar 108098 newsletter worked, then they should have helped reducerepparttar 108099 number of plant accidents and helped employees lead healthier lifestyles.

One more point: Effectiveness cannot be achieved without articulated objectives. Asrepparttar 108100 old adage goes, "If you don't know where you're going, any road with do." Or, asrepparttar 108101 inimitable Yogi Berra put it, "If you don't know where you are going... You might end up someplace else."

With that, let’s create a quick and easy checklist that takes us throughrepparttar 108102 basic steps required for effective communication:

Wording Up Your Website

Written by Glenn Murray

Back to basics. Forget funky design, good copywriting isrepparttar key to a clear and intuitive website.

Are you losing business because of your website? More and more customers are logging on torepparttar 108091 Web to decide where to spend their money because it is quick and convenient, and they can jump from site to site instead of walking from store to store. Web savvy customers don't need to be patient, studies have shown that you need to engage a potential customer very quickly by giving them easy, fast access torepparttar 108092 information they need. Otherwise they will simply move on torepparttar 108093 next site.

Appealing design and speedy functionality are important but they don't ensure that your site is well structured (intuitive) or well written (clear).

Write First The real message on most websites is inrepparttar 108094 writing, and so it makes sense thatrepparttar 108095 writing should determinerepparttar 108096 structure. Unfortunately, this is notrepparttar 108097 usual case. Most businesses chooserepparttar 108098 structure and design of their site first and then try and fitrepparttar 108099 writing around that structure. This flies inrepparttar 108100 face of commonsense. When you speak to someone, you structure your speech around your message, you don't decide on a structure then changerepparttar 108101 message to suit. So you need to plan what you want to say before you createrepparttar 108102 site. Maybe even writerepparttar 108103 whole thing first and then userepparttar 108104 message to determinerepparttar 108105 structure.

When deciding what to write, think about what your customer wants to know rather than what you want to say. It's a subtle difference, but it isrepparttar 108106 key to engaging a potential customer.

Most customers will want to knowrepparttar 108107 basics:

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