Step One: What You Want to Say

Welcome to the Gaynor Communications blog. For more than 25 years, we have been helping clients create effective business communications, and we want to use this blog to share some ideas and insights. If you have any comments or questions, don’t hesitate to shoot us an email or give us a call.

The underlying premise for all our work with clients is that communication needs to be clear, professional, appropriate and free of mistakes. In business communication, there is no such thing as an off-handed remark. Every piece of communication you put out – from an email to a blog to a website to a brochure – reflects on your business.

In a very real way, a primary goal of virtually all your communication is to present your business in the best possible light. With your external communication, you want to find new clients, service your existing clients, encourage referrals, stay in touch, and let clients and prospects know about your successes. When you are communicating with employees, you want to give them important information in a way that reinforces their value to you.

The first step is to determine exactly what you want to say. Why are you sending the communication? To whom is it addressed? What is the message that you want to deliver?

Don’t try to do too much with a single communication. If you have multiple messages or multiple audiences, it is better to send multiple communications, each tailored to the message you want to deliver and the audience you want to reach.

For example, if your company or organization has been recognized for some successes, you want to let your clients know as a way of reminding them why they chose you. For this purpose, your message can be very straightforward: We announce this award while recognizing that any honors we receive are due to the opportunities presented by our clients, and we are grateful for the opportunity to continue to serve you.

You also might want to let prospects know about the honor, but this communication would be slightly different: This honor we received is evidence of the exceptional capabilities we could bring to serve you if you were to choose to work with us.

Once you have a clear idea of what you want to say, you can decide the best means for getting that message to your intended audience.

Next time: How to deliver your message. 

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