“In survey after survey, employers are complaining about job candidates’ inability … to write clearly,” according to a 2013 NBC News article. The reporter goes on to quote William Ellet, a former writing teacher at Harvard Business School. “Recruiters and companies are saying, ‘Send us a writing sample, and if you don’t meet our standards of communication, we are not hiring you,’” Ellet said.
Join noted Embry-Riddle Professor Terri Maue as she explains how to develop effective written communications, whether they are full reports or just a quickly dashed off email. This webinar will provide tips on how to focus in on a clear and concise message. You’ll also learn how to connect to your audience so they WANT to read what you have to say.
2. Dr. Terri Maue
• Associate Professor Embry-Riddle Aeronautical
University-Worldwide
• Department Chair for English, Humanities, and
Communications
• Oversees ERAU-Worldwide Writing Program
• Has taught English and Writing for ERAU since
1999
• Award-winning faculty member named Faculty of
the year in both her department and for all of
ERAU-Worldwide
• Master of Aeronautical Science, ERAU
• Ph.D. in English with Writing Specialty, The Union
Institute
3. Writing Effective Emails,
Reports, and Messages
Three Simple Steps to Create
Powerful, Effective Communications
Dr. Terri Maue
Associate Professor, College of Arts & Sciences
Chair, Department of English, Humanities & Communications
ERAU Worldwide
4. Three Simple Steps
1. Tell ‘Em What You’re Going to Tell ‘Em
2. Tell ‘Em
3. Tell ‘Em That You’ve Told ‘Em
5. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message Here it is …
You’re not writing
a mystery novel
6. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message Here it is …
• People decide quickly
whether to read on or not
• 60% of people read only the headline of an article
(2014 American Press Institute study)
7. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message
This is about …
• Email: subject line
Which email do you want to read?
Subject: Meeting
Subject: Brainstorming ideas for budget requests
8. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message
This is about …
• Report: executive summary
Which report would you like to read?
1. In the first part of the report, we detail the process of data
collection and underline the various aspects of the problems we
encountered as we struggled to ascertain the influences that
factored into the creation of the situation at hand in order to
generate a number of feasible solutions.
2. We surveyed the employees and discovered that physical
environmental factors in the office were the source of most of the
complaints.
9. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message
This is about …
• Presentation: introduction
I have three main points I will cover in this budget
presentation today: projected revenue, projected expenses, and
unexpected windfalls.
10. Tell ‘Em What You’re Going to Tell ‘Em
We like it when we know how information is organized.
11. Tell ‘Em What You’re Going to Tell ‘Em
Preview your message
This is about …
• Email: subject line
• Report: executive summary
• Presentation: introduction
12. EXTRA
Life is choosing the right way at the right time in the right place is often difficult but it can be done if we just remember a couple of
important rules which work in most cases but of course there will always be exceptions as we all know yet intelligent people
take these into account and act accordingly and take responsibility if they make mistakes and live and learn.
Can you state the essence of your message
in one sentence?
YES: Great! You have a clear, concise message to deliver
and you know clearly what it is.
NO: Work on it until you can! After all, if you don’t
clearly understand your message, what chance do your
readers/listeners have?
13. Tell ‘Em
This is the part where you
Let me explain …
• Spell out the details
• Provide the logic
• Give the examples
• Make your persuasive pitch
14. Tell ‘Em
What you need to know is …
• Email: Keep this short
• short paragraphs
• one topic
• bullets for more complex topics or instructions
• attachments for details
15. Tell ‘Em
What you need to know is …
• Report: Use the power of white space
• headings
• short paragraphs
• bullets
16. Tell ‘Em
What you need to know is …
• Presentation: Create auditory white space
• slides
• internal summaries
• frequent signposts/reminders
17. Tell ‘Em
What you need to know is …
• Email: short
• short paragraphs, one topic, bullets,
attachments
• Report: white space
• headings, bullets, short paragraphs
• Presentation: auditory white space
• internal summaries, frequent signposts/reminders
18. CAVEAT !!!
You must fulfill your promise!
Remember, you made a promise in the Tell ‘Em What You’re
Going to Tell ‘Em section. [And that’s another reason to be
able to state your message in one, clear sentence!]
19. Tell ‘Em That You’ve Told ‘Em
And there you have it ...
Many people remember only the beginning
and the end of a message
• Wrap it up with a summary
• Reinforce your message
• Let readers / listeners know you’re finished, you have said
what you intended to say
20. Tell ‘Em That You’ve Told ‘Em
I’ve said what I came to say …
• Email: boost credibility
& enhance collaboration
• Reinforce your point
• Ask for action
• Give a deadline
21. Tell ‘Em That You’ve Told ‘Em
I’ve said what I came to say …
• Report: interpret
• draw conclusions
• make recommendations
22. Tell ‘Em That You’ve Told ‘Em
I’ve said what I came to say …
• Presentation: make it memorable
• summary
• ask for action
• emotional appeal (don’t manipulate!)
23. Tell ‘Em That You’ve Told ‘Em
I’ve said what I came to say …
• Email: boost credibility & confidence
• reinforce message, ask for action, give a
deadline
• Report: interpret
• conclusions, recommendations
• Presentation: make memorable
• summary, ask for action, emotional appeal
25. Real World….
Life is full of distractions.
Many issues & situations are vying for attention.
You don’t know what your message
might be interrupting!
26. Three Simple Steps to Create
Powerful, Effective Communications
1. Tell ‘Em What You’re Going to Tell ‘Em
2. Tell ‘Em
3. Tell ‘Em That You’ve Told ‘Em
Easy > Grateful > Success!
27. EXAMPLE: Tell ‘Em
What You’re Going to Tell ‘Em
Would you like to know how to use a nearly sure-fire,
three-step process for getting your message across, no
matter what type of communication you are creating?
Here it is:
1. Tell ‘em what you’re going to tell ‘em.
2. Tell ‘em.
3. Tell ‘em that you’ve told ‘em.
28. EXAMPLE: Tell ‘Em
In step 1, Tell ‘Em What You’re Going to Tell ‘Em, clearly state
your message. Let readers or listeners know what they can
expect in the message they are about to receive.
In step 2, Tell ‘Em, fulfill your promise and be sure to give all the
details and information, and use the best persuasive
organization you can devise.
In step 3, Tell ‘Em That You’ve Told ‘Em, summarize your message
and reinforce it for a powerful, memorable conclusion.
29. EXAMPLE: Tell ‘Em That You’ve Told ‘Em
There you have it, a simple three-part process that I
venture to say works in 99% of the communication
situations you have. Preview your message, provide all the
details, summarize and reinforce. In today’s fast-paced
business world where people must sift through mountains
of information, your readers and listeners will be grateful
that you make it easy for them to understand your
messages. I daresay you will be happier and more
successful, as well.
