Thursday, 30 May 2013

A wise man once said.

Well, indeed, wise men are always saying something or other. But it’s the wiser person still, who makes and takes time to listen.

Words spoken are meant to be heard.

But what about words written?

Logically they’re intended to be read. That is asking a lot of your audience. People read in different ways – that’s if they bother reading at all. Some start at the top left and hang on every word, guided by articulate punctuation all the way down to the end.

Actually no. Not many, if any bother reading it at all – certainly not all of it.

Now, if you write, articulate, pitch your message knowing, understanding and respecting the readers’ limitations, then it really is possible to wrap your proposition in a sensible handful of words and deliver it in such a way that your clients and prospects will know:

What you do

Why you do it

And the benefits they’ll derive by embracing the relationship you are trying to develop.

By breaking the text into bite-sized portions of interest and fact, they’ll practically h e a r  the words they read and listen to the message in digestible mouthfuls.

Click on the image (left) and even at its original size, a page of blocked text with no paragraph breaks has no chance.

The words themselves need to be the right ones and all in the right order. But their delivery and presentation needs to be right too.

Little paragraphs.

Short sentences. With occasional rolling sequences of sensually sparkling alliteration bouncing across the page as a butterfly bobs along a border of asters on a balmy late summer’s eve.

But. Do please make sure the balmy’s not barmy and your apostrophe’s in the right place. And yes, if it helps get the message across, then start a paragraph with a ‘but’ and the odd sentence with an ‘and’.

A wise man once wrote ... so the wiser man could read, understand and know what to do next.

What I would now like you to do is ‘phone or e-mail me; invite me to meet you; let me listen to your own wise words; then allow me to cost-effectively re-package them to an articulate corporate presentation of you and your what, how and why.


02476 609 104
Rodney Bashford

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