Have you ever worked your tail off writing a document and
sent it out only to find no one bothered to read it? If so, the odds are good you
are taking the wrong the approach.
Consider using the reader-centric “What’s in it for me?” and
“Think like a reader” method.
This method is simple and far more effective because it is
based on what the readers—not the writers—want.
The traditional method is: write it, send it, hope someone
reads it and replies to you.
The reader-centric method follows these deceptively easy
steps, all of which take more work but also offer greater rewards.
Step 1: Create your message. Determine the general message
you want to get out.
Step 2: Determine who will get your message. This is the
most time consuming step because it involves researching your audience or
audiences and understanding the needs of each group.
Step 3: Modify your message based on the needs of each group
that will be receiving it. Every group has different needs and different wants.
Ignore them at your peril.
Step 4: Write your documents so they clearly explain the
benefits of your message to them. Use the advertising adage of, “Tell ‘em. Tell
‘em what you told ‘em. Tell ‘em again” to repeat how they will benefit from
your message.
Those four steps are the most critical. The next two
optional steps will help you immensely, though.
Step 5: Run your documents through a small group of people
outside your immediate organization. Use people with similar needs and desires
to your target groups. Ask them for feedback on your documents then modify your
documents based on their comments.
Step 6: Set up a method of asking for and using feedback
from wider audiences. Social media is perfect for this. Asking people on your
company Facebook page, “What do you think?” gets them involved. The greater your
readers’ involvement, the better your documents will be.
Please contact me
directly with any questions, comments or suggestions on improving this
document. I can be reached at mailto:davereyn83@gmail.com.
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