Good communication is as much about what is received as what is transmitted. So when I write, I think of my readers first. How formal is their culture? What kind of language is the norm? Do they allow themselves a little bit of lightheartedness?
Is it all about brevity or can some compelling case studies capture their attention?
When clients compliment me by saying that my report was ‘engaging’, ‘readable’ or ‘easy to digest’,
I know that I’ve gone a long way towards good communication.
I believe that storytelling is the most powerful way to put ideas into the world, so I aim to do just that. It’s about analysis to get to the heart of the matter and then telling that story in a compelling fashion.
Of course, there are many other things that I consider including: media (report, blog, website..), length, structure, graphics and illustrations. And as I write I have several touchstones in mind.
Is it: business-like, fresh, relevant, newsworthy, marketable, smart and memorable?
‘Hot Reports’ as a brand name came about to capture these aspirations.