10 Steps to More Effective Correspondence
When you talk with customers on the phone or meet with them in person, you
may find it easy to focus on the customer. Creating customer-focused
correspondence, however, is more difficult for most people. Successful
correspondence comes down to choosing the right words and organizing them
effectively. Here's a ten-point list to better correspondence:
- Organize with Important Items First. Customers approach every letter
expecting specific information that relates to them. When your writing is
not organized to match their expectations, the letter becomes your
monologue.
- Vary Sentence Structure. Using sentence variety can make a dull letter
become interesting and polished. Different sentence structures make your
ideas flow smoothly with less repetition.
- Accent the Positive. Emphasize what you can do for your reader rather
than what you cannot do. When you put a positive spin on the news, your
customers are more likely to stay tuned.
- Check Your Team Score. If your letter emphasizes you and your team more
than your customer and his or her team, you risk a negative reaction. Try
rewording sentences to emphasize what your customer gets instead of what you
do.
- Keep Sentences Short. A good average sentence length for business
correspondence is in the range of 14 to 20 words. Readability studies show
that people can quickly comprehend a 20-word sentence and move on to the
next thought. A 30-word sentence causes them to slow down, however, and a
40-word sentence may require rereading.
- Cut Unnecessary Words. Have you heard people refer to some correspondence
as wordy? When people call writing wordy, they are often referring to words
that add clutter, but no additional information. Less is more when it comes
to good writing.
- Avoid Business Clichés. Using plain English is more in line with the
conversational style of writing. When was the last time you said, "As per
your request" when you handed something to another person?
- Limit Indefinite Words. Writers often use indefinite words such as hope,
would, might, think, feel and wish to be polite, to avoid stepping on toes
or to deal with sensitive political issues. The problem is that they can
cause you to look indecisive and lacking on confidence.
- Use Active Voice. Your customers hear your voice as they're reading. This
is especially important in directions, procedures and proposals. When you
use passive voice, your document may sound stilted, distant or even
condescending.
- Proofread Carefully to Catch Mistakes. Nothing looks more unprofessional
than typos and minor mistakes in correspondence. Take the time to look over
your writing carefully before you send it out.
-- From "Selling on Paper: The Way to Write to Customers," which can be
purchased through the SOCAP International Resource Center Bookstore.
