Writing an email that conveys an important message? Here are four things to get right.
1. Say the bottom line up front (BLUF)
Don’t make the mistake of giving the explanation first, and the point second.
Say the point. Then explain why.
2. Say WHY, in as few words as possible — if any words at all
We make the mistake of thinking we always need to explain why. Sometimes there’s no need. If you’re putting your prices up, you’re putting them up. You don’t owe anyone an explanation. Prices go up, it’s life.
But what you do need to say is…
3. Explain WHAT THIS MEANS, in a way that is all about THEM, not you
Nora Ephron used to tell a story about her first day studying journalism. The teacher asked students to write a paragraph summarising a story about teachers going away to a conference next Thursday, with various famous people speaking.
All the students tried to capture the main points: “Our school is investing in its teaching quality”, “high-profile people are training our staff.”
The teacher told them they were all wrong. The most important point was this: “There will be no school on Thursday.”
4. Tell them what they need to do, even if that means they need to do NOTHING
Engagement is the process of communication, leading to action, leading to transformation.
If the action is “you do not need to do anything”, then tell them that. But don’t just say nothing.