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How Good Are Your Written Communication Skills?    By Elaine Saunders                                                             Back to Marketing Articles  Communication is defined as the sending and receiving information but effective communication involves having your message received and understood.    Studies have shown that, when we communicate face to face, a mere 7% of our meaning is conveyed by the actual words we use. 38% is put across by the tone and rhythm of our voice whilst a massive 55% rests on body movements and facial expressions. Learned interpretation of these non-verbal communications allows us to pick up on any underlying subtexts, for example, if someone smiles you automatically assume that they're honest and like you.   When you sit down to write your web copy or sales brochures therefore, you're effectively robbed of 93% of your communication tools.   You're unable to smile at your customer or display open body language so you therefore need to ensure that every word you use pulls its weight. For effective written communications you must therefore:- -   Make your intended message clear. Don't use jargon, always speak directly and ensure you use correct grammar and punctuation.   Emails are mostly written off-the-cuff so spelling mistakes might be tolerated there but, in any other communication, any errors shout "sloppiness". -   Speak directly to the customer as if face to face.   Talk about "you" and "your" rather than "me" because customers want to talk about themselves and their needs. -   Keep sentences short and to the point, and write in a style appropriate to your audience.   If you're addressing a set of professionals, use the language of that profession including technical terms and academic explanations.   A lay audience will need a simpler message but resist the temptation to talk down to them.   If they're giving you their hard-earned money they'll expect some respect. -   Put your individual messages in a logical order with one following the next.   That way, your documentation will be easier to follow and your readers won't lose patience through having to skip from one section to the next to find information.   If your make it difficult for them to read, they'll give up and go elsewhere.  -   Establish credibility by sounding professional and knowledgeable.   Before employing your company, customers need to know that you can deliver on your promises so put testimonials on your site.   Not just in one place on your site.   Collect as many as you can and include them everywhere.   If you've not received any praise yet, don't be shy about asking for some.   If customers are pleased with your work there'll be happy to say so and, another business might want to swap links and recommend you.  -   Spell out the benefits of doing business with you.   Never expect your customers to know automatically what those benefits are.   Although you might believe that an effective sales message involves you talking about how wonderful you are, buyers are only really interested in the benefits to themselves.   Or, put another way, "what's in it for me"?  You could be the producer of the highest quality burglar alarms on the market but, unless you actually say the words "buy my alarms and you'll feel safer", your average customer could miss the point entirely. -    Tell your customers exactly what action you want them to take after reading your message.   It can be "contact us within 24 hours for a 10% discount", "order now at our secure site" or "subscribe to our mailing list".   Clearly describing the next step puts the idea in their minds and prompts action. Employing a professional copywriter can make communication with your customers more effective and improve your business success.   Contact us now for a free consultation. Back to Marketing Articles  For new ideas or a fresh slant, why not contact us?