This week it was my privilege to moderate a panel discussion with three master Toastmasters on the subject of crafting relevant and compelling presentations, and I got some great ideas for applying the same techniques to business communications as well.
Sometimes as marketers we’re so busy sharing tips and tricks that we forget that it’s the fundamentals of great writing that win the eyeballs and hearts of busy influencers. First and foremost is understanding your audience. What do they care about? It may not line up exactly with what you want to “sell” them, so consider carefully what your goal is with the piece you’re developing. Is it an article that will build your credibility? Is it a white paper that gives them ideas on how to solve a thorny business problem? Is it a case study that shows them specifically how one of your solutions works? In every case, be outward-looking and customer-focused as you hone your message.
Secondly, you can spend a lifetime just mastering the basics. Does your piece have a title that grabs the interest of your target audience? Do you lead with a strong opening that speaks to their concerns? Do you distinguish each point and develop it carefully and with respect for the readers’ time? Do you wrap it up with a strong conclusion and call to action?
Whether your presentation is spoken or a written piece such as a case study, white paper, or ebook, you’re communicating, and you want your message to stick. Spending most of your time thinking and wordsmithing may not look that glamorous, but it’s the way to go to craft a message that sticks with your audience. And some of us actually enjoy it!