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 Determine
the primary goal of your project…and base content, style, and
medium on precisely targeting it to
your audience.
 Communicate
your message clearly, concisely, correctly…and effectively.
 Streamline
and focus your existing content; or combine
multiple documents into
a seamless package.
 Use
your web site or online media to reach a widely-dispersed audience around the clock…even with rapidly changing content.
Training and communication that
change
what your audience does. |
If it doesn't change what your audience
does,
why bother?People teach, write, and say what they want their audience to know.
Businesses describe their products and services, managers train employees
on a new process or tool, and organizations get news out to their
communities.
But in the end, did it change anything? Are your
employees more productive and positive? Did more new clients contact you? Are your customers coming back
for more? Did your community or organization work together more efficiently or
handle that crisis well?
If
it doesn't change what your audience does, either now or in the future,
what
was the point?
You can spend endless time and money on classes,
online training, web sites, brochures, flashy ads, speeches, conferences, outreach efforts, you
name it—but if your results don't balance your expense, it was all a
waste. These days, you don't have money or time to waste.
I won't let you do this. Here’s how . . .
1—Determine
your goal for the project.
I begin your project by
helping you pin down the answer to this critical question: How do
you want your audience to act
differently after completing the training or seeing your message?
Not what you want them to know or understand . . . but what you want them to
do. Based on this one critical
goal, we can determine how to reach them.
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2—Communicate
with
your
audience . . . in their "language" and in the right medium.
When your audience sees itself in
your message, they listen. Who is your audience? I
quickly probe to learn as much as I can about your audience, and I'm skilled
at customizing training or writing style and vocabulary to fit them. I've
worked professionally with everyone from top-level corporate executives to
middle school students, and I'm at home with both. I'll also help you
figure out the best delivery medium to fit your audience, your content, and
your budget.
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3—Communicate
clearly, concisely, and correctly.
Changing style to fit your
audience never means sacrificing clear language or accuracy. In fact, the
clearest messages come from trainers and writers who know all those grammar, punctuation,
and word usage rules thoroughly. These people know how to put a
message together so that each activity and every word pull their weight—there's no extra “junk”
to muddle the main point.
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4—Conduct reviews with
you along the way.
This is always your
project, so I will ask you to review drafts of the design and materials early on—to be
sure I accurately understand your goal, message, and requirements. I
won't wait until the end to ask if I'm on the right track!
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