Writing for Impact

Welcome to Lesson 3 of 4 in Communication Foundations. It takes about 15 minutes.

Much of life now happens in writing: messages, emails, applications, notices. The reader cannot stop you to ask what you meant, so the page has to do the work. This lesson gives you three habits: get to the point, cut what does not earn its place, and ask clearly for what you want. You will finish by rewriting a real message of your own.

Scripture comes from the King James Version. This is a course for learning and practice, and it cannot promise particular results.

Since last time

Last time you chose a small action: the two-second pause before replying, putting your phone out of sight for one conversation a day, or your ten-minute listening conversation.

Look back at the week. What did you try, and what did you notice? If you did not manage it, say so honestly and carry it into this week.

In this lesson you will

• Write a short message with the main point first, plain words and a clear ask.
• Explain how clarity and grace, as Scripture describes them, are a form of respect for the reader.
• Rewrite one real message of your own so that it is clearer and shorter.

Before you start

How true is each of these for you today, from 1 (not true) to 5 (very true)?

• People understand my written messages the first time they read them.
• My main point is in the first two lines.
• I reread and cut a message before I send it.

1. Get to the point

Some of us write to sound educated: long words, long sentences, and the reader has to dig for the meaning. Paul, writing about speech in church meetings, uses the picture of a military trumpet.

1 Corinthians 14:8–9 (KJV) 8 For if the trumpet give an uncertain sound, who shall prepare himself to the battle? 9 So likewise ye, except ye utter by the tongue words easy to be understood, how shall it be known what is spoken? for ye shall speak into the air.

If the trumpet is unclear, nobody knows whether to advance or retreat. Words that are not easy to be understood are spoken "into the air". Clear writing is a kindness to the reader.

A few plain rules:

• Main point first. Put what you most need them to know in the first two lines.
• Short sentences. One idea in each.
• Everyday words. "Use", not "utilise". "Help", not "facilitate".
• One message, one subject. Two subjects need two messages.

Compare: "I am writing with regard to the matter previously discussed concerning the possibility of rescheduling." And: "Can we move Thursday's meeting to Friday at ten?"

Think about it: Which words or phrases do you use in writing that you would never say aloud?

Try this week: Take one message you need to send this week and put the main point in the first two lines.

2. Cut what does not earn its place

Good writing is mostly rewriting. The first draft is for you, to find out what you think. The second is for the reader.

A simple way to edit, even a short message:

• Read it aloud. Your ear catches what your eye forgives.
• Cut. Remove every word that does no work. Most drafts lose a third.
• Check the facts. Names, dates, figures, the attachment.
• Check the tone. How would this feel to read on a bad day?

Imagine a young man applying for a job. His first draft begins with his life story from primary school. The reader is a busy manager with forty applications. She needs to know which job, why he fits and how to reach him. Once he pictures her, half his letter disappears and the rest improves.

Think about it: How often do you send a message without rereading it? What has that cost you?

Try this week: Before sending anything important this week, read it aloud once and cut at least one whole sentence.

3. Ask clearly, with grace

Much of our writing asks for something: a decision, a favour, a payment, a second chance. Paul once wrote to his friend Philemon, asking him to take back a servant who had run away and had since become a believer. Paul could have given an order. See what he does.

Philemon 1:8–10 (KJV) 8 Wherefore, though I might be much bold in Christ to enjoin thee that which is convenient, 9 Yet for love’s sake I rather beseech thee, being such an one as Paul the aged, and now also a prisoner of Jesus Christ. 10 I beseech thee for my son Onesimus, whom I have begotten in my bonds:

Paul could command, and chooses to beseech: to appeal. He wants Philemon to act willingly, not under pressure. That is asking with grace, and it works in any request:

• Say plainly what you are asking, and by when.
• Give a reason that matters to the reader, not only to you.
• Leave them free. No threats, no guilt, no false urgency.

One more thing: writing cannot see a face. For a correction, an apology or bad news, a call or a visit is often better. Write to arrange the conversation.

Think about it: Think of something you need to ask for. How could you ask in a way that leaves the other person free to say no?

Try this week: Write one request this week that says plainly what you need and by when, gives a reason that matters to the reader, and leaves them free.

Activities

Reflection

• Whose messages are always easy to understand? What do they do that you could copy?

Key takeaways

• Clear writing is a kindness to the reader.
• Main point first, short sentences, everyday words, one subject.
• Read it aloud and cut what does not earn its place.
• Ask plainly, give a reason that matters to them, and leave them free.

Your next step

You have finished Lesson 3. You are on the path of growth: you have rewritten a real message so that it is clearer and shorter.

These lessons give you the everyday basics. To keep growing, KMA offers two next steps:

Mentorship. Grow with a KMA mentor who helps you practise in real situations and follows up with you on what you tried. See KMA's mentorship packages. See the mentorship packages

Or: the Communication Track (monthly Learning membership). Prefer to learn on your own first? The Communication Track turns these everyday skills into business skills: brand strategy, copywriting, digital marketing, persuasion and pitching, and reading the numbers. See the Communication Track