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