y responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new comput

So, there is something you think someone needs to know. But they are busy, or swamped with messages, or just don’t think it is important. These days we are inundated with more communications, e-mails, newspapers, junk-mail, TV, web, memos, signs, than ever before so it is very hard to make your message stand out. There are a few methods you can use to help people see that your message is worth paying attention to, whether it is a notice on the staff board, a letter to existing customers or a sales presentation.

White Space: This is very important in written communication. Any document that is crowded and packed with writing is off-putting just to look at, let alone really read. Use the space wisely, cut out the waffle and anything that is not essential – you can tell them where they can find more detailed information if they want it. Use good sized margins all round the page and space between paragraphs, headings, sections and so on. A document needs to look inviting and as though it will not take all afternoon to plough through.

Language: Watch yours. You are not trying to write a Booker prize winning novel so keep your prose plain, to-the-point and uncomplicated. No one cares how many long words you know. The average sentence length should be 8 to 15 words and it helps to vary the length to avoid a monotonous rhythm. The whole purpose is to communicate a message; ask yourself if the average person in the street can understand what you have written.

Verbals: If you need to speak about a topic to a group of people, then it is common sense to make sure everyone can hear you. Will you need a mike and speakers? Structure what you are saying carefully and plan your speech – but do not follow a written script as this will make you stilted, dull and stop you responding to your audience. Write key ‘trigger-words’ in very large type on postcards and use them to start you off on each section in the right order. Watch the audience. How are they responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new comput

tation.

White Space: This is very important in written communication. Any document that is crowded and packed with writing is off-putting just to look at, let alone really read. Use the space wisely, cut out the waffle and anything that is not essential – you can tell them where they can find more detailed information if they want it. Use good sized margins all round the page and space between paragraphs, headings, sections and so on. A document needs to look inviting and as though it will not take all afternoon to plough through.

Language: Watch yours. You are not trying to write a Booker prize winning novel so keep your prose plain, to-the-point and uncomplicated. No one cares how many long words you know. The average sentence length should be 8 to 15 words and it helps to vary the length to avoid a monotonous rhythm. The whole purpose is to communicate a message; ask yourself if the average person in the street can understand what you have written.

Verbals: If you need to speak about a topic to a group of people, then it is common sense to make sure everyone can hear you. Will you need a mike and speakers? Structure what you are saying carefully and plan your speech – but do not follow a written script as this will make you stilted, dull and stop you responding to your audience. Write key ‘trigger-words’ in very large type on postcards and use them to start you off on each section in the right order. Watch the audience. How are they responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new comput

it will not take all afternoon to plough through.

Language: Watch yours. You are not trying to write a Booker prize winning novel so keep your prose plain, to-the-point and uncomplicated. No one cares how many long words you know. The average sentence length should be 8 to 15 words and it helps to vary the length to avoid a monotonous rhythm. The whole purpose is to communicate a message; ask yourself if the average person in the street can understand what you have written.

Verbals: If you need to speak about a topic to a group of people, then it is common sense to make sure everyone can hear you. Will you need a mike and speakers? Structure what you are saying carefully and plan your speech – but do not follow a written script as this will make you stilted, dull and stop you responding to your audience. Write key ‘trigger-words’ in very large type on postcards and use them to start you off on each section in the right order. Watch the audience. How are they responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new comput

Verbals: If you need to speak about a topic to a group of people, then it is common sense to make sure everyone can hear you. Will you need a mike and speakers? Structure what you are saying carefully and plan your speech – but do not follow a written script as this will make you stilted, dull and stop you responding to your audience. Write key ‘trigger-words’ in very large type on postcards and use them to start you off on each section in the right order. Watch the audience. How are they responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new comput

y responding? Enthusiastically? Looking bored or plain bemused? Perhaps you need to slow down/stop repeating yourself/pause to ask if there are any questions at this point?

What is in it for them? Just because you want someone to know something doesn’t mean they have to be interested. ‘So what?’ is a common response to communications – particularly internal messages. To pinch a concept from advertising, sell benefits not products. If you need to tell a department about a new computer system don’t go on and on about its technical details – tell them how it will make their work and lives easier. You may be proud of a new service you are launching but your customers don’t care how long you have been working on it, where the idea came from, what new systems have been introduced or who the team was, just tell them that from next month they will be able to pay their bills in old green shield stamps (or whatever).

By Fiona Bailey of Pebble Communications. www.pebblecommunications.co.uk. Helping SMEs grow through public relations and professional copywriting.