Write This Way

You have sent your memo or document to your audience. You re worried they won t read it, or they ll read it but not respond the way you re hoping. Want to know why they might not?

You already know why. Why don t YOU read some things? When you do, is your heart in it? Do you wish the writer had done better for you? Write This Way will guide you to that better place. By following the 4-step approach, you will produce writing more likely to be read and more likely to have the desired effect.

First objective: to get read. This means short, not long, with the WIIFM up front What s In It For Me. Okay, it s short; Let me see what it s about, followed closely by, I DO see what it s about. I ll keep reading, or, I ll hold on to this. You have engaged the reader.

Now, be kind to the reader by giving them what they want and need no more, no less. Why not more? That means bigger not good. Why not less? That means they won t have what s necessary not good. So you select what to include, based on what they already know and what else they need to know. Kindness only goes so far. Only the most motivated reader will stick with your writing if the material is not well presented. Depend on their motivation and prepare to be disappointed. Think of a convenience store shelf display; think of your material.

Finally, you want to perfect your writing. Relax, we re speaking in relative terms. A less-than-professional impression will distract your reader, and could stir disrespect for the writer. Don t go there. Come with us in Write This Way. We ll show you how.

by Chris Young; Foreword by Alan Titchmarsh