The power of Persus Dear Mr Owner aya has a problem. The renovation project on her Please consider using ACME nity center Management Company for all residents are complaining because they cannot use the your management needs pool. Each time Maya telephones the contractor's office, that the work will be done immediately. but the project is still not finished sure pertinent information that Finally, Maya writes a letter to the contractor. She answers your readers about the subject learly states what she wants the contractor to do-estab- An example of informative writing is a letter explaining lish a schedule that results in completing the renovation changes in rental policies. You would include information within four weeks and stick to the schedule. She reinforces to answer such questions as what the new policies are, why her message with reasons the contractor should do what policies are being changed, and when the change will take she wants him to do, including the consequences of failing place. If you are planning to raise rents, explain to your to complete the project as promised audience why the rents are being raised, when the rent Mayas letter gets results. She receives a new schedule increase takes effect, and what, if any, benefits your audi the next day, and the renovation project is completed ence might receive. Your primary objective is to provide within a month enough information to notify your reader about an item c Of course, not every problem can be solved by writing that will affect their lives. It is important to be as specific as rly. But written communication is an excellent way to possible when writing an informative letter focus on issues and make sure people understand what you However, once in a while your primary purpose for wish to convey. In fact, the ability to communicate clearly writing is to influence readers-to persuade or convince and concisely in writing is an asset for any real estate man- them to take some kind of action. Readers need to under- ager, since it will help you influence your reader and stand not only what action they should take, but they need to be convinced to take this action because it would be beneficial to them Think About The Message Suppose you are writing a letter to persuade property To write clearly, begin by thinking about the reason you are owners to use the services of your management company writing. Sometimes your purpose is primarily to inform- What information would be most convincing to your read- to provide information readers need. When writing to ers? In order to determine whether ro hire your company. 76 JOURNAL OF PROPERTY MANAGEMENT
the property owners need to know how they would bene- switch devices. You would not invest time and money in a fit from your services. They need to know how your product just because it is popular; you would invest time qualifications would enable you do the best possible job. and money because the product is effective And the letter should stress ways in which your services are To make sure that you focus on the reader's point of superior to those they are currently using. Will your ser- view when you write, ask these kinds of questions vices save them time or money? Will your services offer What is it about this subject that interests the reader? better quality work? Is your management company able to m How would the reader benefit from doing what you retain tenants better than the current firm? This is the kind want him or her to do? of information needed to convince someone to use your a What concerns or objections is the reader likely to services have about what you are proposing or Providing your reader with the right information is Often, you will have never met your readers or even important, but it does not guarantee that you will write an talked with them on the phone. Even if you have met your effective letter. If you want readers to understand your mes- readers, you might not know them well enough to predict sage and take your points seriously, it is important to plan how they will react to your inquiries. When this happens your writing carefully. Here are some steps to follow: use what you do know or can safely assume about the per- a Think about the subject from your readers point of son to answer the questions. For example, if you're asking vIew condominium owners to spend money on common-area a Focus on your main point. improvements, you can assume that they want to know a Determine what facts and ideas to include exactly how the expenditure will benefit them, what risl Put Yourself in Their Shoes It is easy to get so caught up in the task of Dear Valued Resident, writing that you forget you are writing to real people. Unfortunately, if you think about the subject only from your own point of view, you We regret to inform you of our cend to focus on information that interests or onvinces you, limiting your ability to per change in rental policy effective suade and influence your readers. Instead, June 1. We no longer accept consider the readers needs, interests. and con- cerns. You will find it much easier to decide rmation to include Suppose a security company asks you to install new are involved, and how much the improvements will cost. security device in your strip mall. The device is more They will also want to know how long the project will take, expensive than the one you are currently using, but the how it will affect their lives, and other relevant details company guarantees a reduction in theft. In order to install However, in order to persuade them to accept the charges, this model, you will have to disconnect your current sys- you need to convey that the improvements are necessary tem for a couple of days and hire contractors to come and and the improved services will enhance their lives. Write rewire your center. Which of the following points would be the memo as if you were a condo owner and someone was most relevant and persuasive? asking you to spend money on a new project--what would Point 1: This is the most popular security model on the convince you to agree to the charges market and all the other centers in your area tate The Action Clearly point 2: The security company guarantees reduction of Have you ever received a letter that left you wondering, theft or will refund your money. What in the world is this person trying to say! "For exam You can see that although it is nice that the device is ple, suppose you receive a letter from a prospective tenant pular, the money-back guarantee and the promise of pointing out a series of defects in a property you manag theft reduction will be the features that motivate you to After reading the letter two or three times, you hare a MAYJUNE 1998 77
idea why the person wants you to when you first write it down (after all, Perhaps the renovated space will be know about the defects-does she you only had four seconds to relay a more attractive and more functional, want you to fix things? Offer a lower very important message. )When you thus better for the tenant's business rent? Perhaps the writer was trying to write your draft, you will find it easy The temporary space might be com- convey the information in a way not to soften the message with"color parable in size and location. You will to offend you, but chances that you words such as"please, ""I would arrange and pay for the move, and and the writer are confused about appreciate., ""or I would like you offer the resident a rent reduction what action should be taken to., without losing the clarity of the while renovations are underway. You Another important step when message. For example, instead of might also mention that remaining in writing to influence is to think about writing"Pa ay your rent on time, "you the original space during renovation what you want your readers to do an write, "Please make sure that you will subject the tenant to increased en write one sentence that pay your noise and inconvenience expresses this message. When you Once you' ve identified the most write your first draft, put that sen- Tailor Your Message persuasive points, organize them log tence in the first paragraph. When A good salesperson knows that no ically. In the example above, all the writing to influence, the message matter how good the product, peop ple points relating to money might be must express the action you want will buy it only when they see how it grouped together with a key sen- meets their needs: the best sales- tence, "We will absorb the cost of the people also know how to tailor move and reimburse you for the Dear Tenant their products for individual cus- inconvenience. This key sentence We are happy to offer our tenants tomers. It is the same when you might be followed by details about a special opportunity to join the are writing to influence. People costs, either in a paragraph or a list. building,s new health club with no will only "buy your message when they see that it meets their Planning Gets Results initiation fee needs. interests, and concerns. When you finish the planning Once you have clarified the you will have an outline for ction you want readers to take, writing. The outline makes it much your readers to take. Phrases such as: the next step is to think about why easier to write. You have already done Vote for my candidate"Hire me for they should take it. Keep in mind the hard work--deciding exactly the job""Contract with my com- that the points that influence you are what you want readers to do, coming pany" or "Approve my proposal, not necessarily the ones that the read- up with the points that are most motivate readers to take action. The ers will find convincing. Be a good likely to influence them, and organiz- most important idea should always salesperson--look at the situation ing the points logically. The time you be near the beginning of a letter so from the reader's point of view and spend planning will pay off by busy readers will not need to wade tailor your message for your reader. increasing the chance that your writ- through paragraphs of detail trying to Use brainstorming techniques to ing will achieve results. Effective decide what you are trying to convey. list every fact and idea that might writing can be an essential tool to Keep in mind that if you bury the convince or persuade the reader to help property managers convince main point in the body of the letter, take action. Suppose you want a ten- clients to see things their way. eaders might miss it altogether. ant to move to a different space so Here is a good way to focus on you can renovate the floor. Your main Communication Designs, Inc. a training com. your main point. Imagine that your point would be that you want your pany that conducts writing skills training and reader is driving by in a car. Ask your- tenant to move to XYZ space until publishes self-study business writing books She is the co-author of Professional writing self,"What would I say if I had only the renovations are completed. Now, Skills, Grammar for Grownups, How to Write four seconds to get my message write down every point that comes to Reports and Proposals, and wating Performance Documentation. For informa across "Don't worry if your main mind without stopping to censor, on, contact by phone(415)459-3563, tax point seems toodirectortooabruptevaluateororganizethepoints(415)4598618,www.Writeitwel.com/ 78 JOURNAL OF PROPERTY MANAGEMENT
