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About this lesson
We'll examine best practices for message design and how much to include, especially in electronic formats. We'll also discuss how best to use images, links, attachments, and how to make your message stand out.
Exercise files
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Quick reference
How to Compose Engaging Letters
This section covers best practices for message design.
When to use
Use this section to learn how to craft a letter that your reader wants to read.
Instructions
- The opening paragraph should be simple and direct, consisting of 1-3 sentences.
- The document should be readable, with 7-8 lines per paragraph, bullet points, and numbering for white space.
- A single font and color are recommended.
- Single line paragraphs draw attention to main points. There should be no more than two single-line paragraphs per letter.
- Do not a complicated word when a simple one will carry the same meaning.
- Favor using the active voice over the passive voice, and make the call to action obvious and easy for your reader.
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- 00:04 Have you ever taken a book from a shelf, flipped through the pages, and
- 00:08 decided just by the lettering whether you wanted to read that book or not?
- 00:13 Your eyes and brain were busy trying to decide if you'd enjoy reading it just
- 00:17 based on its presentation.
- 00:20 People also decide within a few seconds of opening a letter,
- 00:23 whether they really want to read it.
- 00:26 They'll skim the pages for clues,
- 00:28 and that tells them whether this is a now or later letter.
- 00:32 So each line of a letter you write should be treated as prime real estate,
- 00:37 because you want to be engaging and effective.
- 00:40 Here are some tips to help you do that.
- 00:43 You will want to make your opening paragraph simple and direct,
- 00:46 with no more than three sentences.
- 00:50 As far as the presentation of your letter goes,
- 00:52 we discussed earlier that you want to to make it readable.
- 00:55 By that we mean about seven or eight lines per paragraph.
- 01:00 You should be using bullets and numbers for lists,
- 01:03 and you should insert a blank line between paragraphs to create white space.
- 01:10 By now most of us know that all capital letters means we're shouting, but
- 01:13 it doesn't hurt to repeat that.
- 01:15 In almost all cases, your letters should be in one font and one color.
- 01:21 And it is very effective to use a single line paragraph to draw
- 01:24 attention to an important part of the letter.
- 01:28 But you shouldn't have more than two single line paragraphs per letter.
- 01:32 Now as far as the content of your email is concerned, try avoiding cliches,
- 01:37 sentences like we think outside the box or I'm a people person.
- 01:42 These sentences are so overused that now they're almost meaningless.
- 01:48 You should also limit the use of complicated words like utilize,
- 01:53 a simpler word is use.
- 01:56 And instead of a phrase like during the course of,
- 01:59 this can be simplified by just saying during.
- 02:02 Now, let's talk a little about your writing style.
- 02:05 If possible, try changing the passive voice to the active voice.
- 02:10 Here's an example.
- 02:12 Instead of saying our company was awarded Best Digital Marketing Startup of 2020,
- 02:18 you could say, our company earned the 2020 Best Digital Marketing Startup award.
- 02:25 And finally, your call to action.
- 02:28 In your call to action you're telling people what to do.
- 02:31 This happens toward the end of the letter.
- 02:34 You should make it time sensitive,
- 02:37 and you should also make it easy with hyperlinks and contact information.
- 02:42 If people have to do research, they probably won't do it.
- 02:46 Your call to action should also be obvious, so
- 02:49 you can make it stand out by changing the font to bold,
- 02:53 you could make it a different color, or you could make it a single line paragraph.
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