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Business or Marketing Material to Your Audience; 2005 Murkiest Writing
Contest Information (Marketing
Memo, December, 2005)
for your audience can be challenging. One technique is to envision a
persona or agent and to direct your business or marketing writing towards
this persona. This technique has helped students in my business writing
classes at Babson College focus their writing.
TO ASK WHEN CREATING A PERSONA
do you know about your reader?
is the reader's role in or connection with your company?
does this role affect the reader's information needs?
the person have a technical or business background?
are the reader's pain points and biases?
does the reader already know about your company and your offerings?
does the reader expect to learn from you?
three or four salient points do you need to convey? While answering
the above questions, try to envision your reader. Then, customize
your main points and examples so that they will resonate with your
reader. You may need to talk with co-workers or with your reader to
ensure that you understand the reader's needs. If you are writing
for people with varied backgrounds or needs, you may have to write
more than one version of the document.
MURKIEST WRITING CONTEST
examples of the most convoluted, disorganized, and poorly worded business
or professional documents that you have received.
one entry per person to email@example.com
by December 31, 2005.
may be from one sentence to one paragraph in length.
should not contain personal information or company confidential information.
criteria include wordiness, unclear purpose or message, inappropriate
or excessive details, and awkward or incorrect grammar and usage.
winner will receive an Amazon.com gift certificate.
- We will
publish the winning entry in our next newsletter.
- To see
the 2004 winning entry, call (508-877-1938) or send an email to firstname.lastname@example.org.
Associates provides market analysis and writing services.