What do you think? Is it benefit oriented and memorable? Brad said,
“It’s pretty clear and the text anticipates an argument some committee
members might make, which I think is good. The fact that the last line
is short helps make it memorable. But it’s not benefit oriented. I can do
better.”
Rewrite your conclusion if you think it needs improvement, then take
a crack at making Brad’s close more benefit oriented.
Were you able to improve the two conclusions? Which benefits did you
highlight? Here’s Brad’s revision:
It’s easy to understand why some of us lean toward selecting Florida but
we should use objective, not subjective, criteria to make the decision. If
we do that, we must conclude that the site with the highest profit potential
at the lowest risk is Georgia.
Brad said, “I’m so glad I went through this process! If I hadn’t, I might
never have thought to mention profit potential and to remind them that
Georgia offered the lowest overall risk. Looking at it now, I can’t believe
that I forgot to mention profit—because, after all, that is the bottom line:
the lower the risk, the higher the profit potential.”
Do you see Brad’s point? By thinking about the ending of your communications,
you’re able to highlight, summarize, or restate key points.
Add Specificity to Enhance Credibility
Numbers and examples aid comprehension and believability. The more
specific the examples, facts, statistics, and numbers you can integrate into
your text, the more credible your communications will be.
EXERCISE 34: Add Specificity
In your own draft, and in Brad’s, look for opportunities to add examples,
numbers, or facts. Because your work on Brad’s report is speculative in
nature, feel free to make up likely numbers or statistics. The goal of
this exercise isn’t to belabor the details; rather, it is to ensure that you
understand the importance of adding specificity and to be certain you
know where and how to integrate examples and numbers.
What do you think? Is it benefit oriented and memorable? Brad said,
“It’s pretty clear and the text anticipates an argument some committee
members might make, which I think is good. The fact that the last line
is short helps make it memorable. But it’s not benefit oriented. I can do
better.”
Rewrite your conclusion if you think it needs improvement, then take
a crack at making Brad’s close more benefit oriented.
Were you able to improve the two conclusions? Which benefits did you
highlight? Here’s Brad’s revision:
It’s easy to understand why some of us lean toward selecting Florida but
we should use objective, not subjective, criteria to make the decision. If
we do that, we must conclude that the site with the highest profit potential
at the lowest risk is Georgia.
Brad said, “I’m so glad I went through this process! If I hadn’t, I might
never have thought to mention profit potential and to remind them that
Georgia offered the lowest overall risk. Looking at it now, I can’t believe
that I forgot to mention profit—because, after all, that is the bottom line:
the lower the risk, the higher the profit potential.”
Do you see Brad’s point? By thinking about the ending of your communications,
you’re able to highlight, summarize, or restate key points.
Add Specificity to Enhance Credibility
Numbers and examples aid comprehension and believability. The more
specific the examples, facts, statistics, and numbers you can integrate into
your text, the more credible your communications will be.
EXERCISE 34: Add Specificity
In your own draft, and in Brad’s, look for opportunities to add examples,
numbers, or facts. Because your work on Brad’s report is speculative in
nature, feel free to make up likely numbers or statistics. The goal of
this exercise isn’t to belabor the details; rather, it is to ensure that you
understand the importance of adding specificity and to be certain you
know where and how to integrate examples and numbers.
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