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LAST UPDATE: 1/14/2012
We hope you find this arcthve useful. A subscription to The Small Business Advisor Newsletter is free. Subscribe now - it's easy! The Small Business Advisor Newsletter for Nov, 2000 ++++++++++++++++++++++++
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Considering how important written and oral communications are in the business world, it is amazing how little attention is given to these areas. Furthermore, most of us are not too good at either. However, it is encouraging to note that improvements in speaking and writing are easy to achieve and can pay big dividends. This chapter will focus on suggestions for improving your performance in both these areas. WRITING You must write clearly and not obfuscate (see what I mean?) the message, since your business survival depends to a great extent on making yourself understood. This chapter provides some tips for making your message understandable. WRITING GUIDELINES Keep the recipient in mind. Keep in mind who is to get the message and adjust your text and writing style accordingly. Correspondence to a customer should always be friendly and upbeat even when discussing a problem. Wrong: "Our warranty clearly states that no returns will be accepted after 60 days. After that time the manufacturer is responsible for any repairs." Better: "I am sorry you are having problems with your lawn mower. As you know we do not accept returns after 60 days. As noted in the manual, you can return the mower to the manufacturer for repairs. And, because we value you as a customer, we will be happy to loan you our demonstration unit until yours is returned." Now, make certain there is a big sign on the side of the mower that states, "Loaner courtesy ABC Company." You get free advertising in your customer's neighborhood. Make your message as personal as possible ... it makes you more believable. Wrong: "We at XYZ will remain committed to serving you in the future." Better: "I hope to see you in the store again soon." Understand the purpose for the communications. Include only what is required for clarity. In other words, don't beat around the bush. Your reader is looking for a certain message ... present that message early in the text, before the reader becomes bored. Wrong. "We appreciate the opportunity to ... blah blah ... XYZ has been in business for ... and we have furnished similar ... blah blah ... Attachment 1 lists your cost for the items requested." Better. "Ref: Your request for pricing dated April 2, 1992. [chart of prices]. Thank you and please call with any questions." People are busy, just like you are, and do not want to be entertained by correspondence. They just want answers. Obtain an independent review. If possible, have someone review your correspondence for under-standing and clarity. The message may be obvious to you and no one else. There is a story told that Napoleon had his "dullest" foot soldier read all his directives before they were sent to his generals. His thought was that if this foot soldier understood the message, there was no chance that anyone else would misinterpret his orders. Proofread. It is amazing how many errors can be found in correspondence. When this happens you immediately lose credibility with the reader. Never mind how the error crept in ... it is now too late. Proofread thoroughly. Do NOT rely on your word processor's spell checker ... it cannot interpret what you are trying to say. For example it cannot make the correct decision with respect to words like there/their, for/four, capitol/capital. Do not rely on any of the software "grammar checkers." They are simply not good enough (yet) to be effective and you cannot afford mistakes. "Sorry, Mr. Jones, but apparently my computer did not understand what I was trying to say." Write deductively. In other words, make your point immediately and follow up with the supporting facts. This allows the reader to get to the point before losing interest. This ties in with under-standing the purpose of the communications as discussed above. Organize your writing. Start with an outline and then fill in the specifics. In that manner, you will be assured of an organized document. Now for a few specific Dos and Don'ts for your correspondence. WRITING GUIDELINES
Do organize your material to present a clear message. Do be precise. Use words with exact meanings. Do use humor, if it's appropriate, and especially if the subject is dull ... it will help to keep the reader's attention. Don't be verbose. Read any legal document for examples of this! Don't try to impress the reader with big complex words. Just clearly state your message. The best way to learn to write is to write. Practice! Write letters to companies and ask for literature, begin a daily diary, write to your mother. SPEAKING Every book written about speaking in various situations never fails to mention that speaking in front of an audience is everyone's number one fear (perhaps even edging out death!). Maybe that's true, and with a few pointers, it is amazing how easy and, yes, enjoyable, public speaking can be. Incidentally, an audience of ONE should be treated no differently than an auditorium full of people. When you are speaking, all eyes will be on you! Therefore, everything, both audible and visual becomes important. Your audience, whether one or many, is listening to the inflections and tone of your voice and watching your body language and your facial expressions. You will feel like you cannot afford even a little mistake in either word or gesture. This is probably one of the reasons everyone is so nervous about speaking. The answer to alleviating your fears in this situation is easier than you might think: Be aware of a few basic rules of speaking and then practice. SPEAKING GUIDELINES Dress for the occasion but make sure you are comfortable. Look in a mirror before going "on stage." Hair okay? Nothing on your teeth? Fly zipped up? Practice a smile and take a few deep breaths. Smile at your audience, when appropriate. Do not be afraid to gesture ... it is a great technique for emphasizing a point. But don't overdue it to the point where you are always in motion which can be distracting to the listeners. Talk in a conversational tone. Don't "lecture." PREPARE. This is obvious and too important not to mention. If you are prepared you will exude self-confidence that will be apparent to the audience. Preparation means researching so you understand your topic. PRACTICE. Practice until you are satisfied with your delivery. Speak clearly, not too fast, with appropriate inflection, and keep your text simple. Big, impressive words are not necessary and can be distracting when your audience tries to figure out what they mean. Make sure your message is organized, clear, and to the point. Stand (or sit) tall. Maintain a leadership bearing, erect and leaning slightly forward. Maintain eye contact with your audience. Ob-serve other speakers and note how often they are speaking to something other than their listeners. It is very distracting to an audience to have a speaker address the ceiling or podium! Use the pause effectively. A second or two of silence is preferred over three or four "uh" or "ums." The stuttering speech that results from those little "uh" and "um" sounds drive listeners crazy and makes it sound like you don't know your material. You lose credibility. So don't do it. Simply pause! Do not argue or become confrontational with anyone in your audience. If someone gives you a hard time, do your best to ignore it or offer to speak with them at the end of your delivery. Be honest. If you don't know something, simply say "I don't know." Be yourself. If you put on an act, you lose sincerity and credibility. SUMMARY The importance of communication cannot be over emphasized. Learn to write clearly and speak effectively. Follow the basic rules presented above and practice. Keep your written messages personal and to the point. Deliver your spoken messages with sincerity ... be yourself and be honest. ++++++++++++++++++++++++
About half of all small businesses fail within the first four years -- a statistic that generates a shudder of fear in even the most dauntless entrepreneur. Most of these failures, however, resemble one another in crucial ways. And once you identify these harbingers of failure, you can increase your own chance of success. Procrastination. When you own a small business, you will find that tasks and paperwork pile up like snowdrifts on your desk. Putting them off is like piling up debt; eventually they could overwhelm you. Ignoring the competition. Consumer loyalty has declined sharply in recent years. Today, customers go where they can find the best products and services, even if that means breaking off long-term business relationships. Monitor your competitors, and don't be ashamed to copy their best ideas (assuming that doesn't mean violating patent law). Better yet, devote some time each week or month to devising new methods, products or services for your firm. Sloppy or ineffective marketing. Contrary to the popular cliche, few products or services "sell themselves." If you don't have time to market your product effectively, hire an experienced person to do it for you. Marketing keeps your products selling and money flowing into your business. It's crucial that you do it well. Ignoring customers´ needs. Once you attract customers, you'll have to work hard to keep them. Customer service should be a key aspect of your business. If you don't follow through with your customers, they'll find someone who will. Incompetent employees. Hire only workers who are essential to your operation. When you do hire employees, make sure they're well trained and able to complete the tasks expected of them. And remember that happy employees make good workers - try to create a work environment that keeps your staff happy and motivated. Lack of versatility. You may be great at making hats or painting houses or fixing computers, but that's not enough to make your millinery shop or house painting business or computer consultancy successful. Successful business owners tend to be adept at a number of tasks, from accounting to marketing to hiring. Poor location. Even the best restaurant or retail store will fail if it's in the wrong place. When you're scouting a location for your firm, consider factors such as traffic (how many potential customers pass your firm during the course of an afternoon or evening?) and convenience (how hard is it for your regular customers to get to your location on a regular basis?). Cash flow problems. You need to know how to track the money coming into and out of your business -- even a profitable venture will flounder if it runs short of cash. In addition, you must learn to make cash flow projections that will help you decide how much money you can afford to spend and warn you of impending trouble. A closed mind. Everyone goes into business with some preconceptions - don't be surprised if you find that many of yours are wrong. Look for mentors who can give you advice and run your ideas by them before you make important financial commitments. Read books and magazines about small business, visit business-related Web sites and network with your peers in the business community. Inadequate planning. Start with realistic but precise goals for your firm, including deadlines. For example, don't just say that you want to increase sales; instead, decide that you want sales to reach $100,000 by next holiday season. Then write down the steps you can take to meet those goals on time, and set deadlines for completing those steps. Consult your goal list every day, and make sure you are doing what you need to do to meet your objectives. Return to top of page - Back to Home Page - Back to Archive Index |