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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.
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