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The Seven Essential Elements To Successful Business Communication

 by: Lee Hopkins

The seven essentials of business communication

There are seven essential elements to successful business communication:

  • Structure

  • Clarity

  • Consistency

  • Medium

  • Relevancy

  • Primacy/Recency

  • Psychological Rule of 72

If you are going to communicate effectively in business it is essential that you have a solid grasp of these seven elements.

So let's look at each in turn..

.

Structure

How you structure your communication is fundamental to how easily it is absorbed and understood by your audience.

Every good communication should have these three structural elements: an opening, a body, and a close.

The Opening allows your communication's audience to quickly understand what the communication is about. Short, sharp and to the point, a good opening lets your audience quickly reach a decision of whether or not to pay attention to your message.

The Body is where you get to the 'heart' of your message.
It is in the body of the message that you communicate all of your facts and figures relative to the action you want your communication's audience to take after attending to your message.

There's a key to rapid uptake of your message -- KISS. Pitch your presentation's graphics at a grade seven child.

If THEY can follow and understand them, chances are good that your audience will too.

The Close is where you sum up your communication, remind your audience of your key points, and leave them with a clear understanding of what you want them to do next. The more powerfully you can end your communication, the more easily remembered it will be by your audience.

This structural rule holds true no matter what your communication is -- a memo, a phone call, a voice mail message, a personal presentation, a speech, an email, a webpage, or a multi-media presentation.

Remember - your communication's audience can be just one person, a small team, an auditorium full of people or a national, even global, group of millions.

In this instance size doesn't matter -- the rules remain the same.

Clarity

Be clear about the messaqe you want to deliver, as giving a confused message to your audience only ends up with them being confused and your message being ignored.

If you are giving a message about, say, overtime payments don't then add in messages about detailed budget issues or the upcoming staff picnic -- UNLESS they ABSOLUTELY fit in with your original message.

It's far better and clearer for your audience if you create a separate communication about these ancilliary issues.

Consistency

Nothing more upsets a regular reader of, say, your newsletter than inconsistency of your message.

Taking a position on an issue one week, only to overturn it the next, then overturn THAT position the following week, only breeds distrust in your message. And distrust in you!

People who distrust you are exceedingly unlikely to take the action you wish them to take.

They are also highly unlikely to pay any attention to your future messages.

As well as consistency amongst multiple messages, be aware that inconsistency within your message can be just as deadly to audience comprehension.

At the risk of sounding like the Grouchy Grammarian, please make sure that your tenses remain the same, that your viewpoint doesn't wander between the 1st and 3rd person and back again (unless you deliberately want to create a linguistic or story-telling effect - be careful with this!) and that your overall 'theme' or message doesn't change.

Medium

If the only tool you have in your toolbag is a hammer, pretty soon everything starts to look like a nail.

Similarly, if all you believe you have as a communications tool is PowerPoint then pretty soon all you'll do is reduce very communications opportunity to a PowerPoint presentation. And as any of us who have sat through one too many boring slideshows will attest, "seen one, seen 'em all"

There are a myriad of was you can deliver your message - the trick is to use the right one. But which is the right one?
The one that communicates your message:

  • with the greatest accuracy

  • with the largest likelihood of audience comprehension

  • at the lowest fiscal cost

  • at the lowest time cost

Note: it must meet ALL of these criteria.

There's absolutely no value in spending the least amount of money if the medium you choose doesn't deliver on any of the other criteria.

Choosing the right medium or media is obviously critical.
Get the media mix wrong and you could end up spending a whole lot of time and money on a very visually attractive business communication that delivers next-to-zero ROI.

Relevancy

It never ceases to amaze me that business managers still believe that everyone would be interested in their message - and then proceed to subject any and every person they can find to a horrendous PowerPoint slideshow put together by a well-meaning but aesthetically-challenged subordinate.

Screen-after-screen of lengthy text, in a small barely legible font size (because a small font size is the only way to fit all of the words onto the slide), which the manager duly and dully reads verbatim.

Ugh!

The psychological reality is that unless a person is interested in the subject of the message they are highly unlikely to pay ANY attention.

Which means that if you force them to attend to your message you will actually turn them against you and be even less likely to receive their attention in the future.


Save your in-depth budget and performance analysis Excel- generated charts for those who genuinely care and need to know about such things.

If your business communication needs to touch on several areas that might not be of interest to your entire audience, let them know of alternative resources that more fully address each of these additional areas.

You can do this by, for example, providing them with an easily-remembered and written link to a webpage where a greater depth of information can be stored.

Primacy/Recency

It is essential to know that, one week later, a business communication is remembered by one or both of two things:

  • the power and memorability of its opening

  • the power and memorability of its close

Psychologists call the effect of remembering the first few items presented as a 'Primacy Effect'. Similarly, they call the effect of remembering the last few items presented to you as a 'Recency Effect'.

Since individuals differ in which Effect is the most dominant for them, it is best to 'cover your bases' and make an effort to have both a powerful and memorable opening and a powerful close.

A powerful opening can be anything that captures the audience's attention:

  • a quote,

  • a joke,

  • a loud noise,

  • a preposterous statement.

Just make sure that your opening remains consistent with and relates to the subject of the communication.

Equally, a powerful close that bears no resemblance to the main body of the communication would just confuse and disappoint an audience brought up to expect something more.

And don't think that humour will save you.

Business communication is a serious business and very few people have the skill to be able to deliver a humourous message that the audience will retain and act upon.

As Granville Toogood says in his excellent book 'The Articulate Executive', humour is a very risky strategy.

If you are determined to use humour in your presentation, then please follow Toogood's recommendation:

  • Tell the story as if it were true. The punch line is a lot funnier if we aren't expecting it

  • Tell the story to make a business point.

    If you don't make a point, you have no business telling a joke

  • Make sure you tell the story correctly, don't mess up the punch line, and make sure it's appropriate.

The opening and closing of your business communication are the two most easily remembered and therefore essential elements. Make sure you give your audience something to remember.

The Psychological Rule of 72 (seven plus or minus two)

Psychologists have long known that the human brain has a finite capacity to hold information in short-term or 'working' memory.

The brain is also structured to retain information in 'clusters' or groups of items. These clusters average, across the whole of mankind, at seven items, plus or minus two.

Which means that your audience is only able to hold on to between five and nine pieces of information at any one time.


Now do you see the importance of clarity of message and of having a distinctive and memorable opening and close?

If you want your key points to be remembered even five minutes later, it is essential that you limit your business communication to between just five and nine key points.

Equally, if you want your key action points to be remembered five weeks later, ensure that your communication is amongst the five to nine most memorable messages your audience has attended to in the last five weeks.

Conclusion

There are seven essential elements to successful business communication:

  • Structure

  • Clarity

  • Consistency

  • Medium

  • Relevancy

  • Primacy/Recency

  • Rule of 72

If you are going to communicate effectively in business it is essential that you have a solid grasp of these seven elements.

About The Author

Lee Hopkins


When you match consumer psychology with effective communication styles you get a powerful combination. At Hopkins-Business-Communication-Training.com you can find the secrets to communication success.

At Hopkins we show you how to communicate better for better business results.

www.

hopkins-business-communication-training.com

.

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  9. The $20 discount is good TODAY. P.S. Does this all sound ridiculously too good to be true? Then I dare you to prove the authors and their many students and followers wrong. Go buy the program and follow the steps they outline (remember, most of the techniques take NO money to implement.) Boy, are you going to have egg on your face. Kind of hard to prove it doesn't work when you've got money piling up in your account faster than you can count it.

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And if for ANY ANY ANY reason you want your money back, just ask. It's 100% GUARANTEED. http://trevscb57.ulovemoney.hop.clickbank.net

 Subscribe Here

During today's tough times, being academically-smart is useless...

 

If you don't know how to make money.

And the real secret to making money online -

quickly, easily - is what your team behind the scenes are doing for you

Set it up once, profit forever 

Get 143  Income Sucking "Unique" Websites From all Over The World Generating Income For You on Auto-Pilot

But it's not like that at all...

... making money online is no tougher than making a cup of coffee.

What you need is to have Income Sucking Websites Generating Income Everywhere For You.

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You Will Suck Money From All Over The World

Here you have 143 completely Unique Websites sucking Money from all over the world day and night for you. Its that Easy.

and there is more to explode your income ...

Go ahead, click on "any or all of the Cash Sucking Websites Below", they are Cash Sucking, Income Producing Website Portals that are pulling obscene amount of Money Day and Night. It is Crazy, Mad Crazy.

 

No one else will do this For You, No One

 

Every Business Program out there will charge 2,000 to 3,000 a month for 143 Websites LIVE on Several Dedicated Servers.

 

You immediately get all 143 Cash Sucking Websites grabbing your share of Cash and delivering it directly to you, night and day.

 

You see, most of the money making info you find online has the same problem, They don't show you the details. They don't show you the things that you REALLY need to know. 

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So they tell you to go here and do this...

but then when you try it yourself, you hit a huge hump. 

You find the page is no longer live... or you need to buy a piece of software, or sign up for some kind of  blog or Traffic Program... 

Right Here, your team does it all behind the scenes for you ..

We do It for you,

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So You Do Not have to  ..

This is the ultimate Affiliate Master Money Maker. We simply install the fastest selling Clickbank Products in its own Informercials for you.

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If you believe that there are no get rick quick schemes that work (I'm talking about legal ones)...

If you believe that you'll need to do some work to make money (okay, duh)...

And if suspect that it does not always take money to make money, that sometimes simply knowing what to do, how to do it and where to do it is enough...

Then you'll want to check out this site I just discovered.

Imagine two college students, with very little money to spare, building and working themselves up to a 20K a month income. Not overnight. Not without WORK. But they did it in

SIX months. And with almost NO money to invest.

Sounds crazy, but it's true.

And Kyle and Carson have proven it's true time and time again, by coaching thousands of people who have built daily incomes of $100 per day, $500 per day, and even $2000 per day... ...

with almost no money out of pocket.

Wow. Their stuff is completely original, tried and true. They do what they preach, and they preach what they do...

Because it just plain works.

Yes, you can make money online. Lots of money.

Without products of your own. Without joint ventures. Without spending a fortune to make a fortune. At your own pace.

If you're willing to follow a tried and true method for making money online without spending a lot of money...

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They'll even give you a taste for f-r-e-e, sort of a try before you buy.

Go to their site and get your f-r-e-e copy of How To Turn $5 Into $150 Quickly.

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Then use your $150 to buy their book, and pocket the rest. See?

You're in profit already.

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P.S. The program is called Everyone Loves Money. Kind of a hokey name, but nearly all of the techniques they reveal won't cost you a dime.

So not only are you making money, you're not spending money to make that money.

Now that's something to love!

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How The Least Qualified Earn The Most To make money online, you need your own products and lots of money for advertising, right?

In fact, if you don't have money and products, you're not even qualified to make real money, right?

That seems to be what a lot of the "gurus" are telling us. But yesterday I sent you the lowdown on a program that proves those "guru-dudes" wrong.

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That's right, I said it...

The gurus are W-R-O-N-G! And some of my readers have already written back to tell me they grabbed the program and were blown away by what they discovered...

You DON'T need products... And you DON'T need money... To MAKE money online.

Here are some of the questions I've received from readers who haven't purchased yet...

Q. Okay, just how much money DON'T I need?

A. Nearly all of the techniques in Who Loves Money won't cost you one thin dime. When they say you don't need money to make them work, that's exactly what they mean. You'll learn how to make money using your brain instead of your wallet. And isn't that the way it should be?

Q. Is this proven to work?

A. Yes, yes and yes. The creators were in college when they figured this stuff out, and they built themselves a $20K per month income. Since then, they've gone on to teach numerous other people to do the exact same thing. And the creators provide you with PROOF and examples of everything they talk about.

Q. Is this info rehashed stuff that's been sold elsewhere?

A. The techniques are based on real-life campaigns the authors created. They use this info day in and day out.

Q. What's the guarantee?

A. If you can follow instructions, you can do this. But if for ANY reason you feel you can't, you'll get your money back, no hassle, no questions.

Q. Do I have to do any work to make money?

A. Duh. Yes, you do. And if you run across a program that says you don't, run. Run very fast.

Q. Can I have a free taste?

A. Yes. Go to the site, fill out your name and email address, and they'll send you the "How to Turn $5 into $150 Dollars Quickly" guide. Get it, read it, do it, and then quickly quickly quickly go back to the site and ORDER, because today they're offering a $20 discount. Don't dilly dally or you will LOSE it.

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P.S. This is one of the biggest no-brainers I've run across. You don't need money to make money online if you just know HOW, and this book will show you step-by-step how to do it.

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P.P.S Yes, the program's name is hokey. Who cares. It works.

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Okay, this is it, the very last time I will remind you to get yourself over to

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fast and order now.

And here are 8 reasons why you should do this for yourself, not me.

  1. You'll learn the secrets to making money online WITHOUT money. In fact, nearly ALL of the techniques can be implemented without spending anything. And that juicy nugget of info should be all you need to know to go here now... http://trevscb57.ulovemoney.hop.clickbank.net What, you want more? Okay...
  2. The authors preach what they do and do what they preach. Their techniques are based on real-life campaigns they created. This is not some re-hashed crap that hasn't been tried. This works.
  3. The program will teach you how to find the money (they call them "SWEET" niches) and how to get it.
  4. Move over James Bond, you'll discover how to "Spy" on your competition and let others do research for you.
  5. You'll discover how to do things like the "Top" marketers in the world, but for f*r*e*e. There are VERY few people who know many of these techniques.
  6. You'll learn how to increase your sales conversions 10-fold.
  7. You'll discover how to drive super highly qualified traffic to your website without any investment, and get a 10% conversion rate - no joke!
  8. You'll learn the CRAZY system they call the "Slow Roller Technique". Follow it step-by-step, day-by-day, and make $1000's of dollars a year in income.
  9. The $20 discount is good TODAY. P.S. Does this all sound ridiculously too good to be true? Then I dare you to prove the authors and their many students and followers wrong. Go buy the program and follow the steps they outline (remember, most of the techniques take NO money to implement.) Boy, are you going to have egg on your face. Kind of hard to prove it doesn't work when you've got money piling up in your account faster than you can count it.

http://trevscb57.ulovemoney.hop.clickbank.net

And if for ANY ANY ANY reason you want your money back, just ask. It's 100% GUARANTEED. http://trevscb57.ulovemoney.hop.clickbank.net

 Subscribe Here

 

... there's always a catch. 

How many times have you tried following some "system", only to find yourself stuck, not able to get it working?

Frustrating isn't it? 

Well, that is not something you need to worry about here. You see, The Team behind the scenes do it for you, so you do not have to ..

Every strategy implemented behind the scenes

... every one of them geared to make you more money. 

To put it bluntly, your team covered everything, every strategy, every trick, competing Full time for you. There's no stone left unturned. 

Your Team behind the scences working full time, setting up your money-making systems internet wide

... and I mean all of it. Nothing is missed, glossed over or anything, Nothing is held back. It's all there, everything you need to achieve obscene amounts of money in your own World Wide business.

Making Obscene Amounts of Money Month After Month, that would alter your life a little wouldn't it? 

Can you imagine what life's like when you make money like that? 

You wake up whenever the heck you want. Morning, noon, night, whatever. 

Then maybe you do some work. But maybe you don't. After all, you've got lots of money coming in every month on autopilot... no point straining yourself right? 

So maybe you spend the day playing golf. Fishing. Racing sports cars. Playing video games. Just hanging out with your family... 

Whatever

The point is, you can do whatever you want. And you can do it whenever you want. And more than that, you can do it in style.

So if you want to hang out on yachts, you can. You want the big house, you can have that too... 

Or maybe you're more conservative? You just want to put your kids through the best schools, and save a little for later in life? 

This is a complete, turnkey system, and it will help you make money right out of the box...

But don't worry... The Home Income Portal goes WAY beyond the basics. Sure, if you're a green as grass newbie who got your first computer yesterday, you can monetize your computer.

But also, if you've made money online before, and you wish you could make more... well there's some super hot stuff here for you too... stuff that I guarantee you don't know

So I want to level with you.

Right now in your life, you may not even know it, you have 2 possible futures.

Sure, I know you're just a regular person, you've got the same problems and struggles we all have. Whatever you choose to do, it will alter your life, permanently.

On one side, you can carry on along the same path you're on right now...
And your life will stay as it is.

You'll always struggle to pay the everyday bills... loans, utilities, whatever...

You'll always wish you had just a little more money...

You'll keepo Dreaming of having a profitable online business...

But you'll never get any closer to those things than you have in the past.

Or...

You can go ahead and start your online business right now...

And by doing so choose the path to success. The path that's going to lead you by the hand and have a team behind the scenes to achieve online business success.

You could have your online business up and running today. And I mean seriously running... getting traffic, making money, the whole thing.

And by this time next week you could have a whole bunch of them...

And by this time next month... man the sky's the limit. You could have tons of sites, each ripping you down some serious profit. You could be making thousands a week, just like I do.

BUT... none of that will happen unless you secure your place right now.

You see, everything you've done in your life so far has lead you to this point... and if you want to get past this point, you need to take some action and shake some stuff up.

So do it. Hit the button below. I'll see you on the other side.
 

Look, I'm going to come totally clean and level with you right now.

If you really want to make money online, The Home Income Portal is all you need...

... no BS, no hype, that's a stone-cold fact.

It doesn't matter if you're just looking for an extra couple hundred bucks a week to pay the bills, or if you want to go the whole hog and make enough to buy sports cars and live the high life.

You know, hire a yacht, sail the world, that kind of thing.

Or maybe you just want to make enough to quit your job and have a little more freedom.

Whatever, it's your call.

The point is, The Home Income Portal can get you all that and more...

The life you want is waiting for you right now. All you need to do to get started is hit that button, and start building the life you deserve...

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