Crystal Clear Communications Blog

I received a request last week. It was in the middle of a long email and didn’t feel like a direct request. In fact, there wasn’t a single question mark in the email.

Almost halfway through the email, the sender wrote, “I wanted to ask how you feel about (project X). I know how I feel about it, and I’m happy to share that if you are interested.”

Then the email goes on about a lot of things unrelated to the request. When I reread the email, I noticed the sender wrote the word “I” 23 times compared with including “you” only six.

I am not trying to knock the email sender; I like this person. But it is a good example of how sometimes very smart people struggle to communicate in a clear, concise way.

To ensure our communications get through – especially if we want something – we need to make it as easy as possible for the recipient.

Most, if not all, of our business communications occur because we want something: To set up a meeting, get approval on a plan/project/asset, etc.

The best way to get what we want is by using language that is focused on the benefit to your audience. Before you write an email or plan what you’re going to say in your next meeting, ask yourself: What is the benefit of my request to the person I’m asking?

Instead of “I wanted to ask your thoughts on project X,” give your audience a reason. “I believe project X will bring us at least 5% more revenue this year, so let’s schedule a time to discuss how we move forward.”

In business, every request we make should have some benefit to the company’s goals, so focus your communications and requests on those benefits first, and then make your request.

Here are three other ways to make sure your target audience responds well to communications:

• Make and use a Message Map. A Message Map helps you focus your message on the benefits to your audience, so your requests are clear and concise. You can find more information on Message Maps in this blog.
• Use “you” and “we” more than “I” or third-person words. When we read and hear “you” and “we,” we know the speaker is talking directly to us, so we pay more attention.
• Use words with emotional value. Even if it’s a business communication, research shows that people respond best to words with emotional value. Words such as “success,” “easy,” “simpler,” “faster,” etc., can go a long way toward ensuring your requests are granted.

Have questions about marketing and communications? Subscribe to our blog or email me at ariana@crystalclearcomms.com.