So you write this terrific Imcom. (An Imcom is any
important business communication such as a
letter, memo, proposal or report.)
It sings. It sells. And it flops!
What happened? You dribbled away your close. You whispered
instead of shouting. You hung nice instead of tough. It
never pays.
So, today, let's learn how to ‘kick-butt' when you close
an Imcom to your boss or anyone else up the command chain.
WHAT ACTION DO YOU WANT YOUR TARGET TO TAKE?
Forgive me. This seems almost too elementary to mention.
But I'm convinced that 90% of the people who write an Imcom
don't give this question much serious thought.
It's a question you should ask yourself before writing the
first word of your Imcom. What EXACTLY do you want the
target to do? Call you? Bounce your idea further up the
command chain? Give you the go-ahead on a project?
Don't assume the target will know what you want. I learned
this years ago when writing sales copy. I would tell the
prospect to fill out the reply card or order form. I would
tell him to use the postage-free reply envelope. But so
help me, if I didn't mention putting the envelope in the
mail...response dropped.
The only thing I can figure is that we are not routine
thinkers. So you have to be the target's routine thinker if
you want a timely response.
BE DIRECT, BE FORCEFUL AND SUGGEST URGENCY
Most people don't close effectively because they're afraid
of offending someone. Trust me. This is not a problem.
Let's say you are writing a proposal for your boss to get
approval for a new research program. You've gone through
all the why's and where's. It's time for a kick-butt close.
Obviously, the action you want is a go-ahead approval and
you want it NOW! You don't want your fantastic idea sitting
in someone's ‘Whenever' box for five months.
Still, the target is your boss so you want to be a little
tactful. Here is how you might write your close:
"By starting immediately on this project, I estimate we
can have positive results to show the Executive Board at
their next meeting in June. I have an open schedule
tomorrow afternoon and could meet with you to discuss
details. If you are available, have Alice call me about a
time that would be convenient for you."
Notice how cleverly you have constructed your close. You
have inserted a note of urgency without being demanding.
You have also lifted the burden of response from the target
and placed it on someone else. This could be a secretary or
assistant.
The easier you make it for a target to respond, the
quicker you'll get that reply.
You could also take the necessity of responding completely
off the target's shoulder by volunteering to do the follow-
up.
"I'll call you tomorrow morning, after you've had an
opportunity to read through my proposal. We can then set up
a time to discuss details."
Notice that you haven't even suggested that your proposal
might not be accepted. From a psychological standpoint,
this makes the refusal, if there is one, more difficult.
Overcoming a positive with a negative generally takes extra
effort.
Writing a close for Imcoms going to associates or
subordinates, requires a bit different approach. I'll cover
that type of close in future Imcom coaching articles.
Just remember, no matter who you are talking to, spell out
exactly what action you want taken. And try to insert a
note of urgency. Faint heart never won a fair response.
(Or, something like that.)
About the AuthorDoug C. Grant, Dean of Distinctive Business Writing, is the
author of ‘HOW TO MOVE FROM CUBICLE TO CORNER OFFICE
WITH THE SECRETS OF POWER WRITING. A FREE preview of
the book plus details on receiving a FREE Blue Pencil Edit
for one of your
own imcoms is available by e-mailing:
mailto:edit@newbieclub.com">edit@newbieclub.com |
