BUSINESS WRITING EFFECTIVENESS Evergreen Academy
CLICK TO EDIT OBJECTIVE 03 OBJECTIVE 04 OJBECTIVE 01 OBJECTIVE 02
WHAT’S THE NEED? STORYTELLING & POV 02 03 NEED NEED EMAIL 01 10 REFRESHERS OF COMMUNICATION BIZ WRITING NEED
Why is it so important, especially now, to have clear & effective communication?
WHY DOES CLEAR COMMUNICATION MATTER? Gaining Trust Establishes you as an authority (builds influence) Builds Saves Time strong/stronger relationships Get Results
EXTRA! EXTRA! If your email trail goes on too long, back and forth, WHAT DO YOU DO? STOP! PICK UP THE PHONE AND TALK
THREE PARTS OF WRITING WHAT’S DO YOU THINK THE BREAKDOWN IS? THINKING? 15% WRITING? 35% EDITING? 50% HOW DOES THAT DIFFER (OR NOT) FROM WHAT YOU CURRENTLY DO?
MIND MAP Your communication before crafting it.
What are your most common business writing challenges?
Evergreen’s Most Common Writing Challenges: Making assumptions that everyone has/knows the same info. Has the same background knowledge Ability to be direct and concise No clear action items, or “next steps” Making relevant points to outside business Managing the CC/ BCC list correctly – including the right people in the right list Moving to “BCC” Aiming action items to/@ the right ppl “Close of business” means something entirely different depending on who/where someone is Writing to CYA (Cover Your A**) Using Instant Messenger inappropriately
PREPARATION • Organize your thoughts • Knowing how to answer the: What/ Why/ How? • Anticipation (know the road ahead) FORMATTING • Bullet points vs. paragraph • Spacing in emails • Reformatting data in email to send to client or network partner GRAMMAR & PUNCTUATION • Tenses within sentences • Capitalize • Periods, commas, ! PROFESSIONAL vs INFORMAL/ CASUAL • Making writing more sophisticated, more impactful, less wordy • Email etiquette: formality • Correctly addressing specific levels (asst, planner, AE) for specific requests DELIVERY + ATTN + NEXT STEPS • Clean and specific • Information transfer • Call to action/ no action needed • Just FYI • Here’s what I/we need next MEDIUM • Email • Text/ Instant Message • Phone • In-person (“face-to-face”)
SPECIFIC TO YOUR ROLE Convey a point of view (in short form or long form) Anticipate questions that your writing/summary/pov will spark, as a result Draft a note on an “executive level” Taking the lead in your writing, by doing ALL THE ABOVE
SUMMARY: (EASILY AVOIDABLE) MISTAKES
CLICSKUTOMEDMIT ARY: SOLUTIONS
CONSIDERATIONS: • When writing an email, consider: • Are you asking or telling in this email? • Construction (in this order): 1. Attachments 2. Subject 3. Body 4. Closing 5. Address (add this last) • Editing • Tone & Audience • AVOID USING ALL CAPS!!!!! • Highlight, when appropriate • Avoid using colored fonts (red, blue, etc.) • Fonts - do not use Comic Sans
WRITING IN EMAIL
TOP 2 EMAIL CONCERNS 1. Professionalism 2. Conciseness
ANTICIPATE/ WRITE TO YOUR DESIRED ACTIONS Answer this question: What do you want the receiver to do with your information?
SAMPLES
EVERGREEN SAMPLE #1 WHAT’S DO YOU THINK ABOUT THIS EMAIL? Hey Team, Hope you’ve had a good week! Attached is the 1Q’20 Chipotle Post for all Evergreen networks. We’re pleased to note that overall the 1Q’20 campaign delivered at a 99% index with several networks overdelivering, for the networks that underdelivered we found difficulty in accepting ADUs due to the unit cap. We’ve already secured ample ADUs in 2Q’20 will continue to do so throughout the remainder of the campaign to ensure season to date delivery. Please let us know if you have any other questions! Thanks
EVERGREEN SAMPLE #1 Greeting is easy to read Hey Team, Hope you’ve had a good week! Attached is the 1Q’20 Chipotle Friendly & personal opening; Specifically directs attn to an Post for all Evergreen networks. attachment, and what the focus of that attachment is. We’re pleased to note that overall the 1Q’20 campaign Communicates data points, and does so, still, with an delivered at a 99% index with several networks overdelivering, engaging, personal, and professional tone. Additionally, it calls for the networks that underdelivered we found difficulty in out some honest & transparent highlights. accepting ADUs due to the unit cap. Provides additional clarification and does this in a way that We’ve already secured ample ADUs in 2Q’20 will continue to could potentially anticipate what the recipient would have do so throughout the remainder of the campaign to ensure written in response. This saves some back/forth time. season to date delivery. Clear CTA to respond with more Qs. Please let us know if you have any other questions! Overall, a VERY easy to read email wit all the right content. Thanks
EVERGREEN SAMPLE #2 Hey [Client Name], Hope you had a great weekend! Following up on ADUS for CNN? Looks like we need a couple units to have it deliver in full. Please let us know if you have any questions. Thanks!
EVERGREEN SAMPLE #2 WHAT’S WRONG WITH THIS EMAIL COMMUNICATION? Hey [Client Name], Hope you had a great weekend! Following up on ADUS for CNN? Looks like we need a couple units to have it deliver in full. Please let us know if you have any questions. Thanks!
SAMPLE HI [Client Name] – #3 Here are some updates! Complete: A&E networks: able to shift all dollars into 3Q with no penalty Crown: able to shift all dollars at 3Q rates Bounce & Laff: able to shift all dollars What was the purpose of this email? Likely, waiting on confirmation: Was it done well? AMC Networks What’s great about it? GSN Unlikely but still pushing ION Please see below for revised quarterlies and attached for revised weekly. Please note, all dollars are estimated and subject to change. All shifted dollars are FIRM. I will keep you updated! Please let me know if you have any questions. Thank you! [Your Name]
SAMPLE HI [Client Name] – Formatted Well #3 Here are some updates! Easy to Read Clear status update Provides verification using data Complete: A&E networks: able to shift all dollars into 3Q with no penalty Communicates next steps Ends with an invitation/ CTA Crown: able to shift all dollars at 3Q rates Bounce & Laff: able to shift all dollars Likely, waiting on confirmation: AMC Networks GSN Unlikely but still pushing ION Please see below for revised quarterlies and attached for revised weekly. Please note, all dollars are estimated and subject to change. All shifted dollars are FIRM. I will keep you updated! Please let me know if you have any questions. Thank you! [Your Name]
SAMPLE Hi Jen! #4 I’m reaching out to see if you’d like Horizon to add any key stats to the below bullet points? For context, these bullet points will be included in HMI’s training deck (also see Chelsea’s email below). • Evergreen is Horizon Media’s cutting-edge media investment and trading division • Evergreen helps clients monetize what would otherwise be unused or under-performing assets, such as excess inventory, raw materials, equipment, real estate, gift cards or spare capacity. These assets are traded for media and enable our clients to increase brand exposure while improving their bottom line. • (Any other key stats like partnerships, billings, clients, etc.?) If you can LMK by 12pm on Fri 9/18, I’ll be sure to get this to HMI in time. Thanks! TG
SAMPLE What was the purpose of this email? #4 Was it done well? What’s great about it? Hi Jen! I’m reaching out to see if you’d like Horizon to add any key stats to the below bullet points? For context, these bullet points will be included in HMI’s training deck (also see Chelsea’s email below). • Evergreen is Horizon Media’s cutting-edge media investment and trading division • Evergreen helps clients monetize what would otherwise be unused or under-performing assets, such as excess inventory, raw materials, equipment, real estate, gift cards or spare capacity. These assets are traded for media and enable our clients to increase brand exposure while improving their bottom line. • (Any other key stats like partnerships, billings, clients, etc.?) If you can LMK by 12pm on Fri 9/18, I’ll be sure to get this to HMI in time. Thanks! TG
THE “WRAP-UP” EMAIL
STORYTELLING/ POV
CLARIFY vs VERIFY
CLARIFY Clarifying helps you make a statement or situation less confusing, and more clearly comprehensible. EXAMPLE: RESTATE THE OUTCOME “To clarify, you want me to reach out to Mark, or WHO OWNS THIS, IF DELEGATED? you will be reaching out to him to verify what the DEADLINE client wants by the EOD tomorrow?”
VERIFY Verifying makes sure or demonstrates that (something) is TRUE, accurate, or justified. EXAMPLE: WHO? WHAT? “I’m reaching out to verify that you requested $10M BY WHEN to be invested the week of August 5th?”
10 REFRESHERS OF EFFECTIVE BUSINESS WRITING
MUSTS: 1 - 3 #One BE DIGESTIBLE • Most readers skim written communication pieces before deciding if they’re worth reading • Carefully choose paragraph breaks, headings, and subheadings #Two BE CONCISE • Use as few words are possible to present your thoughts (concise) • Present as few thoughts as possible to convey your overarching idea #Three BE HONEST & ACCURATE (Verify & Clarify) • Be intentional about spreading the truth • Use the time to verify information
MUSTS: 4 - 6 #Four BE CLEAR #Five #Six • Know exactly what you are writing about (objective) • Know your audience BE THOROUGH • Anticipate readers’ questions and counterpoints • Address readers’ questions immediately • Own the POV, be detailed in your response/ support • Communicate clear dates and deadlines. REVISE & CORRECT • Multiple errors in clarity, sentence structure, or grammar undermine your validity • Don’t confuse you reader
MUSTS: 7 - 9 #Seven BE TIMELY #Eight #Nine • Provide relevant information at the right time for the client • Ensure the info is still on-time BUILD GOODWILL • Effective communications elicit positive reactions from readers • Offer them the chance to create a personal connection with you/ your company PACKAGE ATTRACTIVELY • Simple or complex, the package that your content comes in should look professional • Should be user friendly (like a magazine or article)
MUSTS: 10 # Te n BE THE QUARTERBACK/ PRODUCER
SAMPLE
Hi Talonya, I’m in your inbox today to introduce you to one of our customers. Melissa is the knowledge manager at Certify. Job title aside, Melissa’s responsibilities are similar to yours. • Get new hires trained • Refresh current employee knowledge And with TalentLMS, Melissa has been able to do exactly that. “We have seen drastic results and changes since using TalentLMS. Our new hire training timeline has significantly decreased and now the ramp-up time for new hires is much shorter.” Do you want to feel the same sense of relief I heard in Melissa’s voice? Read about her struggles and why Certify chose TalentLMS here. PMraordyuLcot gTorathineetir
Hi Talonya, I’m in your inbox today to introduce you to one of our customers. [Objective] Melissa is the knowledge manager at Certify. Job title aside, Melissa’s responsibilities are similar to yours. [Relevancy] • Get new hires trained [Bullet points] • Refresh current employee knowledge [Bullet points] And with TalentLMS, Melissa has been able to do exactly that. [Story] “We have seen drastic results and changes since using TalentLMS. Our new hire training timeline has significantly decreased and now the ramp-up time for new hires is much shorter.” [Bolding to call attention] Do you want to feel the same sense of relief I heard in Melissa’s voice? [CTA] Read about her struggles and why Certify chose TalentLMS here. [CTA] MPraordyuLcot gTorathineetir
MARK’S EMAIL SAMPLE
Dear Stephanie, I hope this note finds you well. It has been a long time since we have talked, so I wanted to personally reach out as our two companies reach the potential end of our business relationship. As you may know, I’ve personally have had the pleasure of partnering with The Gallo organization since 1997! The first 15 years while at my previous company, Active International and the last several years here, while at Evergreen Trading. I’m reaching out for two reasons: First and foremost, to say Thank you! Both personally and professionally I have grown through my relationship with your organization and the many interactions I have had over the years. Second, to provide a high-level summary of what our two organizations have accomplished together over the course of our partnership (with Evergreen Trading). During the 2nd qtr of 2020, Gallo will complete the utilization of all of their trade credits that were issued through Evergreen Trading. Through the corporate trade program, Evergreen E&J Gallo have collaborated on 6 asset transactions, with Evergreen purchasing over 100,000 cases of surplus cases of wine and spirits. Those transactions have enabled Gallo to recognize nearly $6MM in incremental value to your brands bottom lines. (See attached). While we recognize that your organization has a reluctance to trade any more product for media, I should point out that at least 50% of our business is now using our trading tool to (1) increase media leverage in the marketplace; (2) fund various sponsorships and other Branded marketing efforts; and (3) Offset agency fees. All of these efforts are established with Marketing leadership driving the KPI’s, measurement, quality and scale. While you may only know us as a company that purchases excess inventory, our media trading business has grown substantially and quickly because of the quality of our work and the change in how we deliver our value to corporate organizations. As your team navigates these uncharted waters, I believe Evergreen’s media investment model can continue to serve as strategic tool for many of your brands as they fight for “share of voice” in this media ecosystem. I look forward to an opportunity to discuss your thoughts on the above. In any event, Thank you for the time we/I have spent interacting with your organization. It has been a growth experience for me and my teams. Sincerely, Mark Ordover
Dear Stephanie, I hope this note finds you well. It has been a long time since we have talked, so I wanted to personally reach out as our two companies reach the potential end of our business relationship. As you may know, I’ve personally have had the pleasure of partnering with The Gallo organization since 1997! The first 15 years while at my previous company, Active International and the last several years here, while at Evergreen Trading. [Story] I’m reaching out for two reasons: First and foremost, to say Thank you! Both personally and professionally I have grown through my relationship with your organization and the many interactions I have had over the years. Second, to provide a high-level summary of what our two organizations have accomplished together over the course of our partnership (with Evergreen Trading). During the 2nd qtr of 2020, Gallo will complete the utilization of all of their trade credits that were issued through Evergreen Trading. Through the corporate trade program, Evergreen E&J Gallo have collaborated on 6 asset transactions, with Evergreen purchasing over 100,000 cases of surplus cases of wine and spirits. Those transactions have enabled Gallo to recognize nearly $6MM in incremental value to your brands bottom lines. (See attached). While we recognize that your organization has a reluctance to trade any more product for media, I should point out that at least 50% of our business is now using our trading tool to (1) increase media leverage in the marketplace; (2) fund various sponsorships and other Branded marketing efforts; and (3) Offset agency fees. All of these efforts are established with Marketing leadership driving the KPI’s, measurement, quality and scale. While you may only know us as a company that purchases excess inventory, our media trading business has grown substantially and quickly because of the quality of our work and the change in how we deliver our value to corporate organizations. As your team navigates these uncharted waters, I believe Evergreen’s media investment model can continue to serve as strategic tool for many of your brands as they fight for “share of voice” in this media ecosystem. I look forward to an opportunity to discuss your thoughts on the above. In any event, Thank you for the time we/I have spent interacting with your organization. It has been a growth experience for me and my teams. Sincerely, Mark Ordover
Dear Stephanie, I hope this note finds you well. It has been a long time since we have talked, so I wanted to personally reach out as our two companies reach the potential end of our business relationship. As you may know, I’ve personally have had the pleasure of partnering with The Gallo organization since 1997! The first 15 years while at my previous company, Active International and the last several years here, while at Evergreen Trading. 1. [STORY] 2. [PREFRAME] I’m reaching out for two reasons: 3. [Starts with Mark’s Outcome/ Goal for writing this email] First and foremost, to say Thank you! 4. [PERSONAL, HUMAN TOUCH] Both personally and professionally I have grown through my relationship with your organization and the many interactions I have had over the years. 5. [PERSONAL/ STORY] Second, to provide a high-level summary of what our two organizations have accomplished together over the course of our partnership (with Evergreen Trading). 6. [RELEVENCE] During the 2nd qtr of 2020, Gallo will complete the utilization of all of their trade credits that were issued through Evergreen Trading. Through the corporate trade program, Evergreen E&J Gallo have collaborated on 6 asset transactions, with Evergreen purchasing over 100,000 cases of surplus cases of wine and spirits. Those transactions have enabled Gallo to recognize nearly $6MM in incremental value to your brands bottom lines. (See attached). 7. [CONSICE DATA, CITES MORE INFO TO REFERENCE] While we recognize that your organization has a reluctance to trade any more product for media, I should point out that at least 50% of our business is now using our trading tool to (1) increase media leverage in the marketplace; (2) fund various sponsorships and other Branded marketing efforts; and (3) Offset agency fees. 8. [RESTATES THE VALUE] In any event, Thank you for the time we/I have spent interacting with your organization. It has been a growth experience for me and my teams. Sincerely, Mark Ordover
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