“Ready, Aim, Fire”—in that Order, Please

I’ve just returned from Las Vegas, where I attended the Consumer Electronics Show mega-conference (2,500 exhibitors and 140,000+ attendees) and played tourist.

In addition to being a gadget hound’s playground, CES booths highlighted an important marketing issue. While most were well done—telling clear and compelling stories—more than a few were mysteries, not conveying messages that companies spent big bucks preparing. Sometimes staffers were unclear on product details and couldn’t answer the critical “What’s in it for me?” question. Message focus was lost between deciding to exhibit and executing the show plan, wasting large sums.

A post-CES stop was a gun shop, where my wife and I fired an Uzi submachine gun and a Glock semi-automatic pistol. Even with coaching and a bit of practice it was challenging holding a target as the firearms tried to divert our aim. (Yes, we really did it. Next time, I’ll tell you why. Anyway …)

These experiences made me especially receptive to a recent succinct message about targeting business communication. Rick Holton, an experienced writer, consultant, teacher, and Wall Street banker, notes that many businesspeople take less care than they should expressing and conveying their exact meaning. So—just as CES booths wasted money, and the guns sprayed everywhere but the target—messages are lost, actions and responses are inhibited, and negative impressions are created.

Rick suggests…

• Focus on your desired message and clearly identify it in document title or email subject. Don’t make people wonder or guess.
• Pay attention to detail. Edit carefully. Typographical errors are embarrassing and convey the wrong message.
• Use standard business English; avoid trendy shortcuts.
• Know and write for your audience. There’s a reason this is a cliché.
• Use the right medium. Though it’s hard to believe, email isn’t universally adopted. Don’t blow a critical exchange by emailing when phone or letter is preferred.
• Facilitate follow-up. Identify actions or information desired. Sign your work with complete contact information.