Monday, March 3, 2008

Can we talk?

Most business communications succeed best when they establish a rapport with their intended audience. Many things go into establishing that rapport, but perhaps the most fundamental is this: getting the audience to feel like they are in a conversation. Not talked "at" or "down to", not lectured, not sold, not even "hail fellow well met"-ed. Just plain talked to.
  • That's why the best "style" for a communications piece is usually "conversational."
  • That's why the best "content" for a communications piece is usually "information."
  • That's why the best "emphasis" for a communications piece is usually "helpful."
You wouldn't go into a long-winded speech if you were trying to tell a friend about something they'd find interesting. Just talk to your audience simply (they are friends - no need for pushiness or hype) and confidently (you're telling them something you're sure they'd want to know), and you'll go a long way toward holding their attention.

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