For example, Maureen, benefits manager in the human resources
department of a paper manufacturer, wrote an article for her company’s
employee newsletter about mutual fund options newly available
in the 401(k) retirement plan. “We were scared that the floodgates would
open and we’d be overwhelmed with calls,” she explained. “So I ended
the article by saying: ‘For further information about the new options,
to review your account, or to E-mail questions to a benefits manager,
please click on the 401(k) icon on our intranet’s home page.’”
Tim, a lawyer in an energy distributorship, wanted his staff to review
legal findings before their upcoming meeting. “I sent an E-mail telling
them that I wanted them to read several cases before we met. I gave them
two that I expected them to read, and ended with ‘Consult Marianna
for additional case suggestions.’ I was interested in tracking who consulted
Marianna and who didn’t.”
“In a proposal we sent out,” Malcolm, vice president of a construction
company, explains, “for our engineering design services, we ended each
section with source information. For instance, in the financial section, the
last sentence was ‘All data provided by the U.S. Department of the
Interior. Please consult their website for details.’ Very matter-of-fact,
which was exactly the tone we wanted.”
Ginny, owner of a restaurant supply company, sent out letters to all
her customers announcing a price increase. “I explained it in the body of
the letter, and ended with ‘Attached is an updated price listing for your
binder. Please replace the current page with this one.’ Short and sweet.”