Written by: Heather Wright Schlichting, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
It’s a challenge to write an effective employee communication that will cut through the digital noise, but you don’t have to be a communications pro to write an engaging email. What you need are a few simple tricks to get people’s attention to achieve the Call to Action you’re seeking. To ensure that your employees are informed, remember, and believe in the purpose of your message, follow these five tips:
1. Know your audience
We all receive too many emails, and many of us are not taking the time to read most of them. To get your employee’s attention, understand that they tend to be interested in what relates to their needs, goals, and motivations. Speak to them! Determine if your employees are more receptive to formal or informal vocabulary. Use inclusive words like “You and your customers,” not “You and our customers.”
2. Simplify the process
Now that you know your audience write an outline that frames everything from their point of view by simply answering three important questions. What? Describe the opportunity, program, or initiative.
So What? Describe why the opportunity matters to them. What Now? This is The Call to Action: describe what the employee, specifically, needs to do to reach the goal.
3. Grab your reader’s attention
To get off to a good start, put some life in your communications. Consider an opening statement that is entertaining by using a pop culture reference, a nod to a funny company story, or a play on words. A light approach can break down barriers. When announcing a new office location, share how excited the organization is to show off the new space and invite employees to join in on the fun. If the communication focuses on employee promotions or an announcement of a new employee, it highlights something unique about this individual. Showcase how they’ve contributed to the team during their tenure or how their past experiences can help take the team to the next level.
4. Less is more
To make your message more impactful, make it short and sweet. This means eliminating the many things you want to say so your message is clear, memorable, and supports your Call to Action. Communicate your message in 2-3 paragraphs. When printed, your email should not be more than one page. Simply state the purpose of the email in the first two sentences. This sets the stage for the supporting details.
5. Simplify your words
Complicated, wordy emails are easily forgotten and most likely ignored. Make your emails easy to read by utilizing these simple tips:
Use a header for each main topic. They give structure to your email by breaking content up into small chunks of text, which make it easier to comprehend.
Use bullets under each header to help the reader identify key areas of information. This also helps the reader’s ability to scan for pertinent information.
Don’t make your reader guess as to who to contact with questions. End your email with a main contact’s phone number and link to their email address.
These tips will help your employee group understand the type of organization they’re working for, relate to the purpose of your message, and trust the message you’re sending.
Heather Wright Schlichting, Executive Contributor Brainz Magazine
Heather Wright Schlichting, a PR pro and hired pen, is always looking for the next great story to tell. She is passionate about telling an organization's story that connects with its stakeholders in a meaningful way that also drives results. Her digital marketing firm, The Write Blend, has managed media relations for a global solo flight to promote women in aviation, a rock-n-roll employee engagement campaign for a Fortune 500 company, and publicity for a national safety spokesperson. She founded Artz on the Move, a nonprofit to build social awareness, confidence, and self-esteem in children through the practice of social dance. A fierce advocate of nonprofits, she authored the book Gap Warriors: Nonprofits Serving Unmet Needs and the Women Who Lead Them. Because approximately 30% of nonprofits fail to exist after 10 years, the book highlights women who have beaten the odds! Not only are they fervent visionaries, but they are exceptional leaders who inspire their volunteers, supporters, and communities to fill a gap that larger nonprofits do not by meeting the needs of the underserved.
