11
SHAWENON COMMUNICATIONS   
Effective Messaging
No. 63
June, 2011 
Greetings!

Some years back I surveyed the Web Words' readership and asked if I should write one article per issue or two? Most favored two articles, but one kind soul suggested that if it was too much for me on occasion, it would be OK to do an issue with just one article.

I usually sit out the weddings and graduations that frequent this time of year. But last month I went to a wedding in Toronto and a graduation in Atlanta. Both were wonderful events for two very lovely young people, but the travel plus the late start to the growing season has put both my garden and me way behind. So I'm cashing in the permission slip to write just a single article.

In fact, I counsel my clients to limit their newsletters to one feature article and some smaller, useful info pieces like Web Tips. But I usually write two articles because Web Words has two different readerships--publishers (current or potential) of newsletters and other online communications and a more general audience.

I felt that if I wrote just one article this month, it needed to be useful to my entire readership. So I have written about the universal rule of written communication. I figure it's a weighty enough topic to support its singularity. For more about the enigmatic graphic, click the photo.

For those who are curious, here's an update on my use of online sources for travel last month. I reserved a hotel room in Rochester on Hotwire. The place worked out fine for our purposes, but it was a little seedy. I don't think I would trust the blind reservation process to anything more important than a one-night stay.

The B&B in Niagara Falls was exactly as described by the reviewers on Trip Advisor and the comments about activities were dead on, too. The weather was pretty awful, which no service, online or off, can do much about.

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In This Issue
Universal Rule
Web Tips
More
Universal Rule

One size fits all. In clothing, not so much. But in communications, yes indeed.

A Tweet, a PowerPoint presentation, a blog article, a business page post on Facebook, a book. One size? Well, OK. Not a size really, but the answers to two key questions.

The Eyes of Swayambhunath
What is your purpose and who is your audience? These two questions are so intertwined that I really can't treat one first without the other, but I'll try.


Mission


Every single time you communicate to anyone by any method, you have a purpose. Suppose you're talking to your best friend. Why? You have something bothering you and you want to get another opinion. Or you're eager to know what's going on in their lives. You want to strengthen your relationship. But that purpose isn't usually explicit.


It's different in written communications. Both you and your reader need to know why you are bothering to put these thoughts in words. You don't need me to tell you that everyone is overwhelmed today with too much information. If they are going to read what you write, it better be worth their while.


Consciously think about the value to your audience of what you're communicating. It can be entertaining, educational or, best of all, a combination of the two.


Audience


Who are you writing for? I'm frequently amazed when I ask this question of people who are working on communications projects. I get the "deer in the headlights" look. You should always know who your audience is. Not knowing is a major cause of "writer's block" among other diseases.


Twenty-one years ago this summer, I was writing my book--Technology for Teams: Enhancing Productivity in Networked Organizations. I had a really hard time getting started because I didn't know who I was writing for. When I finally created an imaginary reader, I could move forward.

My husband, Will Ryan, is in the early stages of authoring a book. "Who is your audience?" I ask him over and over. Each time we address that question, the audience is further refined.


When you ask yourself about audience and purpose--and do so more than once in the process of drafting your communication--you create useful material that accomplishes the desired result. Maybe it's a belly laugh; maybe it's a big "ah ha," but it's something worth having.

Web Tips

Tips2I was interviewed for an article about Richard Holbrooke for my college newspaper, The Brown Daily Herald. The student reporter promised to send me a link to the article, and he kept his word. But I had already seen it.

I have a Google Alert for my name and Shawenon and for some of my clients, too. This way if there's any mention of these online, I get notified.

You can use these alerts for anything from a developing news story of interest to mention of your favorite sports team. It's easy to change, too.

And Finally . . .

Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.


We specialize in electronic communications, including e-zines and other forms of email marketing, Web sites and social media.  We also ghostwrite articles and other business communications. As a solution provider, we resell Constant Contact's email marketing service.

 

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You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. Be sure to send us a copy, too. If being reproduced electronically, the following link must also be included:

www.shawenon.com



Sincerely,
First name
Susanna Opper
Shawenon Communications
413-528-6494


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