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A
Writing Tip for Jack Welch
(Marketing Memo, October, 2002)
When
I founded Winett Associates ten years ago at the end of another recession,
most of us did not use the Internet, CD-ROMs, or Personal Digital Assistants
(PDAs). New technology has meant that people are drowning in email messages,
reports, and online newsletters and news flashes. With this deluge,
how can you ensure that people read what you write? Your readers are
more likely to read your words, consider what you have said, and respond
as you wish if you address the following straightforward questions.
What�s
the point? Shortly after beginning to read your document, your readers
should be able to state your purpose and your main point(s). To achieve
this result, formulate a sentence in the first paragraph or two that
conveys your central idea and your writing approach. If your introduction
is too long, your text too confusing or boring, your readers will say,
"I can't read this!" Many readers thought that a September 16, 2002,
Wall Street Journal op-ed article by Jack Welch, former GE CEO,
was a self-serving defense of the millions in extra compensation that
Welch has received from GE. Welch buried his main point near the end.
His real point was that he should no longer receive many of the extra
benefits from GE as public "perception matters."
Prove
it to me! Back up your main points with specific examples or reasons
presented in an objective and unemotional way. Provide either a long
example or several short examples, or provide a logical explanation.
To convince management to upgrade the corporate Web site, mention specific
shortcomings, such as outdated product descriptions, inconsistent pricing
information, old management team list, and broken links. To be as concrete
as possible, provide facts and statistics. To lobby for a review of
product pricing, you could compare your prices with your competitors�
prices. In general, stick to the facts, and avoid finger pointing, personal
attacks, and emotional arguments.
How
do you know? Demonstrate either directly or indirectly your competence
in the subject you are discussing or the superiority of your argument.
Presenting your facts logically and in well phrased, grammatically correct
sentences lends authority to your document. Use your spell-checker,
and use a format that is easy to read.
What�s
in it for me? Readers are egocentric. To read and act upon your
words, they first must feel that your document has value for them. You
can provide reader benefits by informing, instructing, assisting or
even by entertaining. The idea is to address the reader�s central question,
"Why should I care?"
What
happens next? (When?) Given the facts you have presented, what is
the next step? If your company has an outdated Web site, you could recommend
hiring a Web designer. If your company needs to review pricing, you
could request permission to convene a pricing task force. Make clear
who is responsible for what.
Winett
Associates provides market research and writing services. We want to
thank our clients and friends for their loyalty these past ten years.
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