Tips for Reader-Centered Business Communications
09/12/2003Be Polite, Even When It's Within Your Power to Compel People to Do Things Call People By Their Names
Include All The Information the Reader Requires Format Document For Ease of Use and Organize With Reader's Needs and
Expectations in Mind Be Sensitive to Your Audience's Feelings by Using Inclusive Language
Reader-centered business communication focuses on the reader's needs rather than on your own needs as a writer. It takes into consideration why the reader will need to use the document (or even want to read it) and how the reader will feel about the topic. Focusing on the reader's needs isn't just polite--it allows you, the writer, to accomplish your task more effectively. After all, if it is necessary for you to communicate with someone else, that means you alone cannot accomplish the desired task. You need the help and cooperation of others, even if those people are your subordinates who are supposed to obey you.
When you were in kindergarten, you were taught to always say "please" and "thank you." You would do well to remember these lessons now that you are an adult. Of course, we know to behave this way with our superiors and when we are requesting favors of someone. But really smart and powerful people know that behaving this way is especially important when dealing with subordinates, or with people who must do something for you. Remember, people don't want to feel as if they have no other options but to obey, or as if they merely have a choice between two negative things (doing something difficult or unpleasant, or unemployment, for example). Be Polite, Even When It's Within Your Power to Compel People to Do Things
An example of this wisdom can be seen on your Entergy bill. Every month your Entergy bill will have two amounts owed, one lower amount for early payment and a higher amount if payment is made after a particular date. I myself remember when Entergy was Gulf States Utilities, and my Gulf States Utilities bill also had two amounts, except the first amount was simply what I owed for the month, and the second amount included a late fee for not paying by a particular date. Somehow, I don't think Entergy is more compassionate that Gulf States Utilities. They're not really giving me a discount for paying early. What they have done is changed the wording, so instead of having a choice between two negative things (a high utility bill or a high utility bill and a late fee), I have a choice between a negative thing and a positive thing (a high utility bill and a slightly discounted utility bill). It may sound silly, but using this sort of psychological stroking makes people have a more positive attitude towards the utility company, and perhaps makes them less likely to go before the Public Service Commissioner and bay for their blood or cry to deregulate utilities. The lesson of this story is that little things mean a lot.
Make sure you spell the reader's name correctly, and use the appropriate and preferred courtesy title (unless you're certain you have the type of relationship with the reader that puts you on a first-name basis) especially when you're not writing form letters. Appropriate courtesy titles can be especially confusing when dealing with women. Women can be called Mrs., Ms. or Miss. While you can use Ms. if you're not sure what title the reader prefers, in general, it's just good manners to find out the appropriate title. Some women hate being called Ms. Also, never assume a married woman has taken any or all of her husband's last name. If John Doe marries Jane Smith, Jane can be Mrs. John Doe, Mrs. Jane Smith, Mrs. Jane Smith-Doe, Ms. Jane Doe-Smith, or Ms. Jane Smith (and these aren't all the possible combinations). Also, John could've changed his name for all you know. Find out what names people go by. Furthermore, don't assume that the children of a dual-name couple have the man's last name. The Doe-Smith offspring could be little Does, little Smiths, any combination of the two, or could be the result of another union and therefore have a last name entirely unknown to you. Find out.
Also, some people have names that leave no clue as to their sex. Remember Pat from Saturday Night Live? It behooves you to do some checking and find out the appropriate courtesy title for these people.
If people are Md.'s, PhDs, dentists, or veterinarians, you may call them doctor.
Finally, make sure you spell your reader's name correctly.
When you put hands to key board to compose a busies communication, you have a specific purpose in mind. You're not just chatting--you're relaying information that someone needs to do his/her job, or asking a question that allows you to do your job. Therefore, you need to do some thinking (how long depends on the importance and length of the document) about who your readers are and what they'll need from your document. Who will be reading your document--anyone else aside from the person the document is addressed to? Remember, often documents must go through several layers of people to reach their intended primary audience. A letter to the IRS asking a question about your taxes would go through a mail room and several secretaries before reaching the correct person, and each of these people along the way may need to glean specific information from the document to route the letter correctly.
Also, why will this person or people read your document? What does the reader need to know? And what does the reader know to grant your request or give you information? Don't forget to include your return address (unless you're using company letterhead), contact phone number, e-mail address if you have one, name (type written below your signature in the signature block) and title if you have one.
Make sure to format your document for easy reading. Don't use a typeface smaller than 10 point (anything smaller is difficult to read for many people, especially the visually impaired). Format Document For Ease of Use and Organize With Reader's Needs and Expectations in Mind
If you have many questions or many related points, put them in list form. This format is easier to read (and easier to respond to) than bundling much information into a paragraph. For this same reason, keep your paragraphs short.
Organize your document with your reader's needs in mind. Most readers want you to get to the point immediately. Do so in your opening paragraph. For example, if you are writing to ask a question, ask the main question right away in your first paragraph. Subsequent paragraphs should give the reader further information. Lengthy memos and reports should have informative subheadings to guide readers through the document.
Don't use sexist pronouns, and don't stereotype behaviors, professions, or activities by sex, race, or age. And of course, don't use profanity, even if you have every reason to be quite angry with the reader or must deliver a stern message. Be Sensitive to Your Audience's Feelings by Using Inclusive Language