It’s time again for a check on What Went Write in your first quarter. After a year like 2020, who could blame you if you are still in a bit of a funk?

So, I hope this annual reminder can help you feel you are doing something positive during a pandemic we just can’t shake. This post focuses on your first quarter business communication.

The WWW Campaign

I call my annual assessment the WWW of Business Communication. What is the WWW? It’s my own #WhatWentWrite campaign.

Use the WWW of Business Communication to check your 1st quarter results. #WhatWentWrite Click To Tweet

Questions to Ask

Is Your 1st Quarter Communication Plan on Track shares questions for reviewing your progress.

• What worked?
• What didn’t?
• Was it the message?
• The execution?
• Or was it the method of communication?

It’s a handy checklist for what you accomplished. WWW promotes a positive spin so you are encouraged to write even more brilliantly.

What Went Write (WWW) looks at the past quarter and moves you into the future. The following graphic illustrates three questions to ask yourself about your first quarter.

 

1. What Did You Write?

List your business writing from the 1st quarter. I bet there is more than you think.

Consider any online or print writing that touched – or had the potential to touch – prospects and clients. The following are a few examples to get the brain cells firing.

• Advertising – print/online ads, radio/TV ads
• Sharing expertise – articles, white papers, newsletters, blog posts, podcasts
• Presentations – speeches, webinars, industry events, SlideShare, YouTube
• Branding – business site, logos, product/services brochures
• Success stories – case studies, interviews
• Day-to-day – email correspondence, social media activity
• Marketing – email/social media campaigns, direct mail, brochures, sales letters, proposals

Next, borrow the What worked? from your quarterly review. Remember, think positive.

• Were there any pleasant surprises?
• Like a blog post or presentation that went viral?
• What struck a chord with your readers?

Did you ask for feedback? (it’s not too late)

2. What Should You Write?

Are you missing opportunities?

• Do you have expertise you haven’t shared? Instead of simply attending an industry conference, consider being a featured speaker. Or these days, creating an online webinar.
• Does your business have the visibility you want? Do you need more content marketing? Are you using a scattergun approach? Try focusing on one platform.
• Do you have a communication void where your customers hang out? Perhaps they hang out in LinkedIn and you’re advertising on Facebook.

Have you provided an update on Coronavirus and its effect with your customers?

It does seem like there’s a light at the end of this loooong tunnel. If you haven’t done so recently, consider checking on your clients.

• Ask how they’re doing
• See if you can help
• Show them you care

3. How Should You Write?

If you are a diehard traditionalist and think white papers are the only way to go, you could be selling your business short.

Then again – you could be spot on.

• Markets vary
• No single form of business writing is right for every market
• If someone is telling you differently, change the channel

Listen to the communication preferences of your customers. Novel concept, isn’t it?

Put on your detective hat. Discover the clues to your customers’ preferred form of communication.

• What medium receives the most views/comments/time viewing?
• What form is shared, Liked, posted?
• How do customers communicate to you or others?

Try mixing it up for customers who like multiple forms of communication.

• Convert blog posts into video or ebooks
• Create presentations from training classes

Think about it this way. Don’t you have customers who hate talking on the phone? Hate meetings? Or prefer email or texts?

You probably adjusted to a customer’s preferred style.

Adjust your business writing to your customers' style so they don't change the channel. Click To Tweet

Write Results

You now have your write results for planning your business communication future.

1. Uncover what hit a chord with readers.
2. Fill in the missing communication gaps to reach more readers.
3. Fit your business writing to the needs of your readers.

What are you looking for in your business writing future?

I’d love to hear your suggestions for evaluating your first quarter business communication. Please share them in Comments.

This post was originally published on March 25, 2013 and again on April 1, 2020 (no fooling) I’m attempting to practice what I preach (always challenging) by taking the time for a review with this April 5, 2021 update.

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Helping you Keep it simple, clear & uniquely yours.

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