Write a one-sentence objective for Tawana’s letter.
Tawana’s action objectives might include:
• “To receive phone calls from potential customers requesting more
information.”
• “To receive phone calls from potential customers signing up for
my bookkeeping service.”
As you write action objectives, keep alert for passive language. In general,
avoid words that are not specifically action oriented, such as:
• educate
• motivate
• inspire
• inform
• update
Instead, use words and phrases that are directive and action oriented,
such as:
• Call and reserve your place at . . .
• Write for further information . . .
• Attend the meeting . . .
• E-mail your staff . . .
• Complete the form . . .
Once you have a clear, action-oriented objective, you’re ready to go on
to the second step: targeting your specific readers.
ANALYZE YOUR TARGET READERS
In order to create the sense of urgency needed to get your target readers
to take the action that you want them to take, you need to understand
their needs and wants, and you need to address them with the proper
level of formality. Together, these two steps—understanding what’s
likely to motivate your readers and identifying the appropriate level of