p) Writing

E-mails can either build or erode credibility. For e-mails to differentiate you in a positive light, take the time to write them clearly and concisely. Make sure to focus them on the recipients and their needs. Lastly, plainly define any follow-up actions.

When e-mails erode one’s image, they contain unnecessary details, endless amounts of background or multiple digressions. Because today’s business professionals often receive 50–250 e-mails a day, most readers only skim them for pertinent details. If readers can’t discern relevance or clarity at a glance, they will begrudgingly read your text or skip to the next e-mail. If your e-mails fall into the pattern of being unclear or drawn out, people will loathe receiving any messages from you.

Mechanics and punctuation can also jeopardize credibility. Incorrect tense, agreement errors, comma splices, fragments or run-on sentences will be noticed and remembered. These errors will make the writer look careless or lazy. Additionally, the person’s manager may want to review important e-mails before they are disseminated.

Finally, a lot of people are needlessly copied on e-mails. Unnecessary e-mails clog people’s in-box. Consequently, recipients either delete the message or save it to a folder. Either way, they rarely read it. If they frequently get unnecessary e-mails from you, they will find it annoying.

Successful e-mail writers remember to do the following:

• Consider their audience first and foremost. If a method other than e-mail is better or preferred, they take the time to do what is appropriate. They are also very sure about who goes in the To, CC or BCC fields. They send their message to the minimum number of people.
• Use priority symbols only when appropriate.
• Create a headline for the subject line that answers the question, “What is this all about?” Their subject line generates reader interest.
• Keep their message brief out of respect for their readers. The message typically fits on the screen and is rarely more than one page. There is a lot of white space so that visually people see points quickly.
• Make ideas jump off the page by putting key points in a headline format and bold print.
• Use bullets so that readers easily find the specifics.
• Answer the questions people have in an opening paragraph—what’s this all about; what am I suppose to do; what are the benefits for me.
• Proofread for spelling, punctuation and grammar.
• Are warm and friendly. Comments can be misinterpreted so they are mindful of tone.
• Avoid acronyms when possible.
• State any required actions directly.
• End their message as if writing a letter.

Since e-mail has become our primary means of communication, it is important to take the time to plan and edit your message. If your messages are applauded by others as clear and action-oriented, you will build your credibility.

Impact Communications, Inc. consults with individuals and businesses to improve their presentation and telephone communication skills. It is not what you know but how you communicate it that makes a difference. When you have to have impact, phone (847) 438-4480 or visit our web site, www.ImpactCommunicationsInc.com.

Clarity should be a writer’s highest priority. While everyone nods in agreement, miscommunication is rampant. How many of us have had the unsettling experience of trying to assemble a child’s toy, only to be thwarted by unclear directions. Anyone interested in healthy living will tell you how difficult it is to make wise food choices when they can’t understand the contents on a label.

While aggravating on the home-front, imagine what havoc confusing emails or other written documents cause the already overworked business professional. It is estimated that millions of dollars are lost each year in fines, missed deadlines and productivity due to miscommunication. So how do you rid yourself of ambiguity?

Say it simply

Business professionals get into trouble when they try to “dress it up.” The best approach is to streamline your ideas so that an eighth grader could understand them. Keep your sentence structures simple. Forget attaching all sorts or phrases and clauses to your main ideas. These “dangling” phrases or clauses leave people second guessing your meaning.

Be specific

Avoid generalities. Consider this statement, “Customer Satisfaction is down 9%” While we know it is down, we are not sure what market segments are involved or what issues were surveyed. Anecdotes and examples are necessary to make abstract ideas resonate with readers.

Be careful of long bullet point lists and sub-bullet points

People want to get ideas quickly. The fewer the words in any bullet point, the better it is for the reader. Bullet points written in full sentences, inevitably, provide unnecessary details. Sub-bullet points further confuse the issue. Rather than sub-bullet points, include additional information in an appendix. Always ask yourself, “Does this depth of information help or hinder my reader?”

Eliminate jargon

Every company has its own jargon or slang, but also every business unit within that same corporation. For example, the people in IT often talk or write using acronyms that only engineers or developers would understand. The same is true for people in benefits, sales or accounting. We get so used to our own vernacular that we forget others aren’t savvy. People who are unsure may incorrectly assume or delay action. You may never know that the reason your recommendation wasn’t accepted was because it was misunderstood.

Be concise

Keep it short and to the point. Most business professionals tell us that they carefully read the overview or the introduction and then skim the rest. They just do not have the time to read a lengthy text. Documents longer than two pages are usually not carefully read.

Be vigilant about grammar and 
punctuation

You don’t have to be an expert to catch errors in grammar or punctuation. Try reading your document out loud line by line. You will hear many hard to catch mistakes. If you have an issue with a particular issue of grammar or punctuation, take time to review the basics using a good business writing book.

What you write reflects on your intelligence, thoroughness and professionalism. It is the image you are sending of yourself to your clients and colleagues. Being known as a clear communicator is a feather in your cap.

Impact Communications, Inc. consults with individuals and businesses to improve their presentation and telephone communication skills. It is not what you know but how you communicate it that makes a difference. When you have to have impact, phone (847) 438-4480 or visit our web site, www.ImpactCommunicationsInc.com.