Spring Your Reader

How quickly does your reader respond to your written requests? Unless you end that e-mail or letter with a call to action, most readers rarely spring into motion. Instead, they make a mental note of one, maybe two, of your requests. And then respond when they are so inclined. Spring your reader by reiterating your request at the end of your written communications.

• Motivating your reader? Close with a statement that gets him up and going by addressing or implying a deadline. “Summer is around the corner. Start planning that outdoor presentation now.”

• Persuading your reader? Close with your recommendation. Say you are advocating for more concise wording. You might try “Remember, the shorter the sentence, the better your reader’s comprehension.”

• Informing your reader? Close with good will. It implies everything is under control. It can be as simple as “Let me know if you have any questions” or as direct as “Call us any time.”

Make your reader move or your communications may land on the never get "to do" pile.

From Executive Speak/Write's oral and written communications trainers, Claudia Coplon and Steve Clements, who help you prepare and deliver communications that drive business. For more clues and comments, follow us on http://twitter.com/execspeakwrite .

Tags: communications, marketing

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