To be a strategic and deliberate communicator, we need plan out our business communications in advance. We want to be thoughtful and set ourselves up for success in our presentations, reports, emails, and other opportunities so we can achieve our goals.
A Purpose for Every Communication
The first step is getting very clear and specific about our goal for our presentation. Here are some common business goals:
- Educate: Explain a new product or service; introduce our company to a potential new customer; teach a skill; describe a new process; etc.
- Persuade: Change minds; explain why a customer should pick us versus a competitor; convince people to invest in our idea; etc.
- Motivate: Inspire our teams with a new strategy; Encourage people to learn a new skill; etc.
- Act: Buy our product or service; approve a budget request; sign up for a webinar; etc.
While we can have multiple goals for a particular communication, it will be easier for us to plan if we narrow it down to the single most important one. Which one outcome will drive the most impact in our business? Which one will set us up for the biggest success today and into the future?
Define the Starting Point
Once we have a goal, we need to figure out how to accomplish it. We start by thinking through what the people we want to reach are thinking today. What knowledge will the reader or audience already know? What questions will they have? What objections or challenges are likely to come up?
By mapping these out in advance, we can plan a thoughtful way to address these head on and be prepared for questions that are likely to come up.
Plan the Best Way to Get People from Point A to Point B
Our communication then becomes how we are going to move people from the start (Point A) to our goal (Point B). We want to think through the right mix of information, data points, and visual elements like photos, charts, graphics, and more. Consider including relevant stories to help reinforce points as well.
In other words, we want to think through what will most help people make the transition?
In terms of structuring a communication, will the intended audience respond best to laying it out chronologically in the order milestones happen? Or, can we group our points into bigger buckets to make it easier for our audience to follow?
Follow Up to Reinforce the Main Message
Once the report is sent or the presentation given, we can follow up with the recipients to reinforce the main points and remind them of any action they need to take. This could also be an opportunity to tease out when future updates or information will come their way to show that the conversation will continue.
Take Action
Follow these steps to try out these ideas into your next communication at work:
- Define the goal for the report, email, presentation, etc.
- Brainstorm what the audience thinks today.
- Figure out the easiest and quickest way to help people move from their starting point to the ending point so we can achieve the objective for the communication.
- Follow up afterward to reinforce key points and clarify any last details. Remind people to act if appropriate.
- Evaluate what worked well and what you want to try differently in your next communication to continuously improve.
