Having someone tell you that your business communication stinks is like being told your baby is ugly.

• You labored over it for a long time
• It’s a piece of who you are
• It’s your future

What’s even worse is when you show it off and the response is silence – loud, deafening silence.

In Part 7 of a 10-part series on creating a business communication plan, we deliver ideas for creating your message.

The Conception

Your message is what business communication is all about.

1. It supports your vision/your brand
2. It has a purpose
3. It focuses on your reader

1. Your Vision/Your Brand

You first created your vision statement. Your brand is your signature stamp for expressing that vision.

Let’s say your vision is to be the #1 widget-maker in the Pacific Northwest. Your brand is that your company creates widgets better and faster than anyone else.

Your message has to support that.

• It must be accurate
• Your message must be credible
• And you must stand behind it – no matter what

2. The Purpose

There  are many reasons for creating business communication.

• To persuade or motivate
• To inform or educate
• To interact or engage
• To entertain (business communication can be fun)

Knowing the purpose of your communication helps frame your message.

3. Reader-focused

We humans are a skeptical bunch – we do not believe half (give or take) of what we read.

Already, there’s an uphill battle for your message.

Remember the typical readers’ reaction to your business communication –

1. Who are you?
2. Why should I care?
3. What problem(s) are you going to solve for me?
4. What makes your product/service different from any other?
5. Prove it.

Use the five points as your litmus test for your message.

The Delivery

You live and breathe your vision. You know the purpose of your message and you understand the focus is on the reader.

In Part 2 of the series, you learned how you identify your ideal client.

Your ideal client may not be the same as your audience/reader.

1. Identify your audience/reader
2. Know your audience/reader

1. Identify Your Audience/Reader

Your widget business knows Ace is the place of your ideal client.

• Your top salesperson lands the account
• The CEO buys widgets for their plant
• The CEO wants his sales team to laud the benefits of the widgets

Your widgets team has to prepare the training for the plant management team and the sales force.

Two communication projects – two very different audiences.

Tailor your communication to your audience.

2. Know Your Audience/Reader

Imagine drawing a name out of a hat – Pat Jones – someone you never met. Now you have to buy a gift for that person.

You don’t know if the person is –

• Male of female
• Young or old
• A sports fan, reader or whatever

Aha – a gift card – the universal gift.

If everyone bought Pat a gift card, how do you think he/she would feel?

Know your reader to know your message.

• Sure, you might have some success with the generic gift card delivery
• But, does that really make you stand out from the crowd?

Taking it Home

Whether you do the writing yourself, delegate it or hire a business writer –

Your message is your baby

To keep it fresh from the headline down, remember these 5 tips.

1. Support your vision /your brand
2. Know the purpose of your message
3. Focus on the reader
4. Identify your audience
5. Know your audience

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This is Part 7 in a 10-part series for developing a business communication plan. I would love to have your feedback. Please share those in Comments.

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Prior Posts in Series

Part 1 – Does Your Vision Statement Reflect Your Dream?

Part 2 – Learn From Lieutenant Colombo to I.D. Your Killer Client

Part 3 – Why Blind Hog Business Communication Objectives Don’t Work

Part 4 – Busting 3 Budget Myths for Your Business Communication Plan

Part 5 – Are Your Business Communication Vehicles Driving You?

Part 6 – A Control Freak Guide to Business Communication Roles & Responsibilities

Follow-up Posts in Series

Part 8 – 3 Chopped Lessons for Your Business Communication Timeline

Part 9 – Is Your Hamster Wheel Business Communication Getting You Nowhere?

Part 10 – Do You Have Your Business Communication on Autopilot?

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Helping you Keep it simple, clear & uniquely yours – contact me for help with your business writing needs.

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