Business communication is littered with long-winded documents of all kinds that we have to brace ourselves to read. The ones that frustrate me the most are the sponsorship proposals of up to 20-30 pages where the fee is not mentioned until the last page – on the basis that the selling process takes place progressively. In frustration, I used to go straight from the first page to the last page to decide if the full document was worth reading – because the fee being asked on the last page would determine whether the proposal was in the ballpark.
Similar woolly writing occurs in reports, emails, letters, white papers and marketing-based ebooks.
You can make efficient use of messaging for many purposes by using the formula below. It is also a good formula for writing an executive summary, which to many business decision makers is the most important part of a major document. If you have staff, you can get them to write their messaging in this way as well.
Use the versatile 5-step formula below for messaging in your campaign proposals to achieve better results.
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Photo by Gary Butterfield on Unsplash.