 |
 |
|||
 |
 |
|||
 |
  |
|||
|
|
MANAGING YOUR
BRAND
MEMO WRITING Step 1: PREPARE * Who will read? * What do I want them to do? * What key factors will they need to act? * Gather data, analyze it - What is the problem? - What did I do/am I doing to solve it? - What did I find? - What does it mean? - What should we do now? - Draw logical conclusions - Decide what evidence to use * Decide on your ORGANIZING IDEA Step 2: OUTLINE * Put down all information in any order * Write several iterations of the outline, until you are satisfied you have ALL the important ideas and facts laid out in a logical order and flow, with supporting points properly organized. Don't skip. * Use inverted Pyramid model - most important to least important - general to specific - strategy to tactics to execution * Use historically successful documents as formats * Clear and complete statement of purpose of memo * Sufficient background data - no more * Conclusions, reasons, findings, briefly and in order of importance * Necessary supporting data * Logical order of development * How will it help the business? * Policy * Pros, cons, anticipated objections * Alternatives * Precedents * Costs/timing * Clearances/approvals required * Use a logical outline format that organizes your ideas and facts: 1) FIRST PARAGRAPH - ALL IMPORTANT - Reflect a clear purpose, i.e.: * Inform * Confirm agreement * Recommend action * File memo (summarize/record knowledge) - Focus on key choice - Clear in statement of intent - What, not How (no executional details) - BRIEF - Identifies/is targeted to ultimate reader - Provides overview/perspective - Cites agreement/or lack of agreement 2) BACKGROUND - Enough information to put recommendation in perspective - Conclusive, clear, logical enough to assure reader you properly understood issue(s) - Facts, no opinion - Current plan (if changing) - What, when, where, why did or propose to do 3) DETAILED RECOMMENDATION - Why is it being recommended? - How will it be executed? - Key qualifications/caveats 4) BASIS FOR RECOMMENDATION - Prioritized discussion of most important facts and logic supporting the recommended action 5) DISCUSSION - Basic assumptions to be kept in mind - Expansion of how it will be accomplished (executional details) - Outline alternatives and reasons why they were not recommended - Discuss risks 6) NEXT STEPS - What must be done now? - Who will do it? - When will it be done? - When will management hear about this again? Step 3: WRITE ROUGH DRAFT IN CHUNKS * Write the first paragraph first - The three to four sentences that tell the reader the purpose of the document, e.g. * This recommends national launch of MIRACLE, the fat-free, calorie-free, super-premium ice cream substitute that has attained a 62% share of total ice cream market in Year II test markets. Executive Committee approval of attached $20MM capital appropriation is required by August 1, 19XX to meet national shipment date of March 1, 19XX. MIRACLE is projected to be a $600MM per year brand by Year II national; and to pay back initial $120MM launch expense in 21 months. Manufacturing, Regulatory and Finance agree. * Write each succeeding section by expanding the detailed outline to a polished, easily readable flow of ideas. * Use proper paragraph style - Topline sentence - key thought/conclusion - Primary support sentence - includes most important support numbers - Secondary support sentence - includes backup perspective - Table/chart/exhibit citation as appropriate * One major idea per paragraph * Concise, complete sentences Step 4: EDIT: BE RUTHLESS! -- Leave your author's ego aside and be objective. * Is it well organized? Logical idea flow * Is it clear and precise? * Is it simple and easy to read? * Is it complete? - Early, complete statement of purpose? - Necessary agreement spelled out? - All necessary background? - Key numbers in memo itself? - Each conclusion supported by appropriate evidence - Judgments/opinions distinguished from facts - Next steps spelled out? - Cover everything important? - Explanations full, detailed, intelligent? * Is it persuasive? * Is it concise - can it be cut? * Is it correct? - Facts - Numbers - Punctuation, spelling Step 5: PUT IT AWAY FOR A DAY Step 6: REREAD FROM MANAGEMENT PERSPECTIVE - Is it understandable? - Does it trigger questions it doesn't answer? - Are there weak points, poor logic, bad conclusions? - Is there a logical move from situation to recommended action? - Does it show recommended action meets the objective, fixes the situation? (Does plan meet needs?) * Each memo tells management - First - the business at hand - Also: * How I think * How good a manager I am * What my potential is - So: * If it is properly executed, I look good * If it is poorly executed, I look bad SOUND THINKING AND CLEAR COMMUNICATION ARE CRITICAL TO SUCCESS.
|
|||
|
|
|
|||
