Let me begin by saying that this isn’t a political article. The truth is I’m not a very political person.
But I am passionate about communication. That’s why I make it a habit to observe the techniques of the Presidents of the United States. No other position faces the monumental challenge of rallying the support of an entire nation. So when they do something that works, I pay attention. You might remember my 2016 post about Obama’s speechwriter that examined his use of emotion in stirring people to action.
Now let’s take a look at “Donald Trump’s Contract with the American Voter.” Political views aside, here are some noteworthy business communication tips that we can take from the publication.
Identify your target audience.
The title lets readers know right away this contract is for “the American voter.” Identify your audience to help you stick to content that matters most to them – and to become instantly relevant to your ideal clients.
Be clear on your unique value proposition.
Honesty, accountability, and change within 100 days – this is the overarching promise that Trump makes to American voters. Be upfront with your audience on where you’re heading, how you’ll get there, and what results they can expect. What statement are you willing to boldly promise in writing to your clients?
Organize material into bite-sized portions.
Subheadings and bulleted lists provide an instant face lift to content. That’s because they take the burden off the reader by serving as a mini-directory of topics. Now your readers can skim and jump to their favorite parts rather than sludge through a wall of words. By grouping your material, you’re also adding white space and eye appeal. Just be sure your readers understand your intent even when they skip parts of your material.
Make it personal.
Trump’s signature and a space that invites “your” signature adds a personal touch indicating that this contract is between the President and you, a single voter.
Keep it simple.
Because the material is so direct and weighty, the formatting is kept simple. The content is outlined in two pages using just a few colors, one image, a simple page border, and a website to learn more.
As you write and design your business materials, keep these five tips in mind for the most effective business communication!
Ella Ritchie is the founder of Stellar Communications Houston, a business communications and book publishing team that brings clarity, quality, and integrity to nonfiction authors, business leaders, nonprofit organizations, and federal government agencies. Connect with her on LinkedIn or Facebook, or check out the website for more information.