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One-Minute Communications Tips Archive
E-zine publishers/Webmasters: You may reprint this content, provided you
include the resource box that follows each Communication Tip.
March 2007: The Art of Email Subject Lines
April 2007: Competing With the PowerPoint Screen
May 2007: Slowing down the Impatient Web User
June 2007: When to Write Figures, Not Words
July 2007: How to Ask for Feedback
August 2007: How to End Your Speech
September 2007: Do You or Don't You?
October 2007: To Be Effective, Be Specific
November 2007: The Key to Sentence Length
December 2007: Why Disagreements Often Aren't
January 2008: Should You Be Direct or Indirect?
February 2008: Marketing With a Central Theme
March 2008: Criticize Without Leaving Scars
April 2008: Giving Effective Compliments
May 2008: Emphasizing an Idea
June 2008: Web Colors: What Do They Mean?
July 2008: Dealing With "The Loudest Voice"
August 2008: The Power of Repetition
The Art of
Email Subject Lines
Your email is one of scores of messages in your recipient's inbox. If
the recipient does not know you, your subject line determines whether
your email is opened or deleted.
Good subject lines for routine correspondence are specific and tell the
reader what to expect in the message. Lines such as "Product launch
announcement at 10:00 today" or "Complaint from ABC Inc." telegraph the
emails' content and motivate the reader to open them. By contrast,
subjects such as "New Product" or "ABC Inc." say little and prompt no
action.
Subject lines of sales emails are most effective when they're short and
contain a promise. Tell the reader what's in it for him and what action
he might be expected to take. Put key information up front so it isn't
truncated by the email client. And as with all sales messages: test,
test, test.Access
Consulting is a marketing communications and technical writing firm based in
Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Competing With the
PowerPoint Screen
In a PowerPoint presentation, you compete with the screen for the audience's
attention. One way to win the contest is to render the screen blank. You can do
this without turning the projector off.
If you're using PowerPoint 2003 in Slide Show mode, press the B or W key.
The entire display turns black or white. And with no text or images to distract
it, the audience focuses on you.
Which makes it a great time for you to interact with the people in the room on a
deeper level. You could, for example, hold up an exhibit, or add an insight, or
lead a discussion. Afterward, you can return to the PowerPoint slide by pressing
any key.
Much of the success of this approach depends on the room's size and lighting.
Used creatively, those blank screens will help you deliver a more memorable
presentation.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Slowing Down the Impatient Web User
Web users are
typically in a hurry when they first alight on your page. What's more, they're
easily distracted. Their eyes sweep over your words and pictures as they
subconsciously ask, "Is this worth my
time?"
Your copy and layout have to work together to persuade your visitor to linger.
An effective web page uses graphics, headlines and subheads to hold users'
interest and provide an eyepath that helps them navigate the page.
Graphic elements keep the eyes focused on key messages. A well-written headline
provides an anchor by telling users what they can expect from the rest of the
site. Meaningful subheads and tight copy keep up the interest, leading visitors
from one idea to the next.
Consumers are more impatient online than offline. Presenting useful information
in an engaging way helps keep them tethered to your site.
Access Consulting is a marketing communications and technical writing firm based
in Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
When to Write Figures, Not Words
Most writers spell
out numbers below 10 and use figures for 10 and above, as recommended by the
Associated Press Stylebook. Advertising copywriters and magazine editors,
however, grab attention by using figures as often as possible.
Headlines such as "Try it free for 7 days" or "4 Secrets to a Healthy Marriage"
break the Associated Press rule. But using figures rather than words gives them
at least two advantages.
First, they are quicker to read, even if by only a fraction of a second. And
second, figures imply facts and precision, making the headlines more believable.
Web usability expert Jakob Nielsen advises showing all numbers as figures in
online copy – even at the beginning of sentences and bullets.
So the next time you spell out a number less than 10, consider whether you'd be
better off writing it as a figure instead.
Access Consulting is a marketing communications and technical writing firm based
in Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
How to Ask for Feedback
You've written that
all-important speech or trade journal article, and you want a trusted colleague
to look it over before you reveal it to the world. How you make your request
determines whether you receive a productive critique.
A blanket "Tell me what you think" often results in polite kudos or a quick
proofread. Neither of which enable you to improve your work meaningfully.
The remedy: Request specific feedback. Ask questions like:
- What was my
overall message?
- Was anything unclear?
- Did I give too much/too little information?
- Any typos?
- Is it persuasive enough?
You'll get a more
accurate and actionable analysis. Your coworker's answers will guide you to the
document's problem areas, and you'll know precisely what to fix.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
How to End Your
Speech
"Tell them what
you're going to tell them, then tell them, then tell them what you told them."
Time-honored advice for public speakers, but if you follow it to the letter, you
may be robbing your speech of its impact.
The first two parts
of this rule are sound. The third, however, needs to be handled with care.
"Telling them what
you told them" has the effect of giving the audience a summary of your speech.
It takes them back to the state of mind they were in at the beginning. Any
passion and momentum you built during the speech fizzles.
An alternative
approach is to build up your "tell them" stage to a strong, logical conclusion.
Then end the speech with a call to action or a vision of the future. Your
presentation will end on a high note and leave the audience with uplifted
spirits.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Do You or Don't You?
Business
communicators are usually advised to send positive messages to generate positive
reactions. But a negative question can sometimes induce agreement too.
Consider the difference between:
- Do you want to help with the project?
- Don't you want to help with the project?
The first question is neutral, but the second suggests a "yes" answer.
And that's what some negative questions do. They nudge the recipient into
accepting your point of view.
Other similar constructions that begin with, say, won't you, can't you,
aren't you or shouldn't you, have similar effects.
Depending on how such questions are worded, their tones can range from
aggressive to pleading. It's important that the question fit in with the tone of
the communication, or the result may be the opposite of what was intended.
Access Consulting is a marketing communications and technical writing firm based
in Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
To Be Effective, Be Specific
"Excuse me, do you
have 17 cents that I could have?"
This request from a panhandler prompted two social psychologists to conduct an
experiment on the streets in which passersby were asked to donate to a charity.
They found that nearly 60 percent more people contributed when the request was
for a specific -- and unusual -- sum than for whatever they could spare.
Which illustrates a key fact about persuasion: Specifics yield better results
than generalities. Asking for a specific action makes the audience's mind focus
on the action. One can visualize 17 cents; it's hard to picture "whatever you
can spare." And if the audience can't see it, they won't be motivated to do it.
Specific requests and statements are effective in almost any interpersonal
exchange. For example, try being exact when you:
- Set a deadline
- Ask for a raise
- Report on progress.Access
Consulting is a marketing communications and technical writing firm based in
Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
The
Key to Sentence Length
An average sentence
length of 16 words is considered ideal for most written matter. While this
number is a good one to shoot for, it's not always the best for all types of
audiences.
In scientific and technical literature, it's not unusual to find sentences that
run to 50 or 60 words. Why? Because sometimes you need a long sentence to
explain a complex thought — especially one that has a number of sub-parts.
Bullets can't always do the job. And breaking the sentence up with a period
breaks up the thought. Worse, doing so may appear condescending to readers.
Marketing copywriting, meanwhile, calls for really short sentences of about 12
words or fewer. They're punchier and more conversational.
Choosing sentence length boils down to your understanding the audience's needs
and expectations. A good general rule is: Write the shortest sentence possible
in every situation.Access
Consulting is a marketing communications and technical writing firm based in
Stamford, Connecticut, USA. Sign up for Access Consulting's One-Minute
Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Why
Disagreements Often Aren't
Many disagreements
between coworkers are caused not by differences in logic but by differences in
framing. Framing refers to the way a person presents a subject, which affects
how an observer views the subject. When two people look at disparate parts of
the same situation, from differing points of view, disagreements result.
A good way to end a conflict based on a framing issue is to pay careful heed to
your colleague's words and nonverbal communication. Focusing on what someone
includes and excludes from his or her frame will help you align both your
frames.
Making your own frame clear will speed understanding and help you and your
coworkers make decisions faster.
Consciously aligning frames avoids the extended discussions that often occur in
meetings, when two people talk at length about seemingly opposite solutions to a
problem, only to realize eventually that they are both saying the same thing.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Should You Be Direct or Indirect?
There are times when
business communicators should get to the point quickly, and times when they
should not. Here's a short guide to deciding when to say your main idea first,
and when to start with supporting points.
Begin with the main idea when:
- You're writing to a boss
- You're making a routine request or announcement
- Your idea will be favorably received
- Your audience is well informed about the subject
Begin with reasons, and state your main idea later, when:
- You expect resistance to your idea
- You're trying to persuade the reader to change an attitude or take some action
- Your audience has little or no knowledge of the subject
- Your audience prefers this format
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Marketing With a Central
Theme
The typical consumer
is besieged by sales messages throughout the day. Make yours easy to remember by
giving your ad, brochure or web site a single theme that customers can focus on.
This theme
constitutes your central selling message.
What if your
product has several benefits, each of which is valuable to your customer? Try to
wrap these benefits around your main theme. You can communicate a single theme
more effectively and economically than a range of benefits.
If it's not
possible to develop a central theme, consider creating separate marketing
communications for each benefit.
The principle of
theme applies to the entire brand, not just to one marketing communications
piece. Constantly repeating the brand's theme will implant it firmly in the
customer's memory.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Criticize Without Leaving Scars
A colleague asks your
opinion of his or her work. You hate most of it. How can you be brutally honest
without being brutish?
Begin by saying that you liked some things and disliked others. Most people will
find this reasonable and will mentally prep themselves for the coming criticism.
Then talk about the positive aspects of the person's work.
When you get to the negatives, preface your comments with "Now here's where I
think it has some problems," or words to that effect.
Be objective in your criticism. Make it about the task, not the worker. Explain
your position with specific examples. With every critique, offer a constructive
suggestion. Compare the job to something the coworker did well in the past.
Another approach is to speak about your reactions: "I didn't understand this
part" or "I had trouble reaching the toggle switch."
Make your points; strengthen the relationship.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Giving Effective
Compliments
When a coworker does
a good job, it's natural to give him or her a pat on the back. If you're too
lavish or frequent in your praise, you risk diluting its effect or sounding
insincere. Delivered right, a compliment recognizes achievement, conveys your
appreciation and motivates the recipient to repeat the behavior.
An effective way to compliment someone is to say two or three sentences about
the person's action, effort or accomplishment. Be specific and sincere. Such
compliments are more meaningful than exclamations like "That was a great
presentation" or "You really know your contracts."
Add an emotional component to your praise by describing your feelings about the
performance: appreciative, glad, relieved, pleasantly surprised, and so on.
Then add a rational element: mention the results of the person's work, and how
they helped the company, team or project.
And whenever possible, praise in public.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Emphasizing an Idea
When you want to
convey to your audience that something in your document or speech is important,
you can do it in a number of ways. You can:
- Repeat the idea, in different ways in different places. You may want to remind
people of the repetition. "As I said before, open communication is the key." But
don't overdo it, or the assertion loses its punch.
- Say it is important.
- Describe it at
greater length.
- Format it differently. Put it in graphics, boldface, italics or even — if it’s
a word or two — capitals. In a presentation, try raising your voice slightly.
- Write the idea in a short sentence: "Sales grew 23% in the second quarter."
For added emphasis, make it a one-sentence paragraph. In a speech, pause before
and after the statement.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Web Colors: What Do They Mean?
Blues, grays, reds
and greens dominate the color palettes of the most popular U.S. web sites as
ranked by Alexa.com. Aesthetics and design principles aside, what do these
colors symbolize?
Here's a brief overview of the colors' hidden meanings. It may provide insights
about what kind of image your site projects.
Blue denotes wisdom, authority and sincerity. Bright blues convey purity and
dynamism. It's no surprise that blue is corporate America's favorite color.
Gray is associated with the financial industry for good reason: it signals
security, stability and reliability.
Red connotes confidence, energy, excitement and vitality. It is the color of
choice when a company wants to project an active image.
Green symbolizes peace, harmony and tranquility. If you want to suggest growth,
add a dash of green.
Other colors often appearing in the top sites include brown, which indicates
order and wholesomeness, and orange, which stimulates creativity and
socialization.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
Dealing With "The
Loudest Voice"
If you've ever been
part of a work group, you've probably come across the phenomenon of "the loudest
voice."
As the term implies, the loudest voice is the person who dominates the group
through speaking volume or force of personality. Decisions made by this group
may not be the result of true consensus, but may reflect the position taken by
the loudest voice.
Remember that in a group, silence equals consent. If you disagree with the
loudest voice but say nothing, others in the group will think you approve.
To make your opinion heard, speak up, persistently, in calm and even tones.
State your views and explain your reasons. Gain support by asking each member of
the group, one by one, for his or her thoughts.
If you don't take the floor, the loudest voice is the only one that will be
heard.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
The
Power of Repetition
"What I tell you
three times is true," said the Bellman in Lewis Carroll's poem "The Hunting of
the Snark." Intentionally or not, he was expressing one of the truths of
communication. When people hear something repeatedly, they take it to be true.
In business, we know
that if we want people to see the truth in a story, we must say it again and
again. "You have to repeat yourself until you almost want to gag," says Jack
Welch, GE's former CEO.
Consumers
instinctively discount commercial messages' claims to some extent. Repeating ads
can help reduce this skepticism, and lead to something else advertisers crave --
higher recall.
Some ideas need
fewer reiterations before they "take." But these are hard to predict.
The upshot is: if
it's worth saying, it's worth saying over and over. Even a mediocre message will
have more impact than a great one if it is stated more often.
Access Consulting is a marketing
communications and technical writing firm based in Stamford, Connecticut, USA.
Sign up for Access Consulting's One-Minute Communication Tip at www.AccessConsultingInc.com.
Once a month, you'll receive an actionable idea or technique on an aspect of
business communications, distilled into about 150 words.
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