TheWritersBag.com

There is a good reason to be careful about the order in which you throw messages at your readers – even when no chronological significance exists. It is the reason why newspaper and business writers typically cram everything they really need to communicate into the first few sentences of their written pieces.

The rationale is simple: Most readers don’t have much time, and even when they do, they don’t have much patience. So when you’re writing to a busy readership and you have to get certain messages across, it’s best to assume you have less than 10 seconds of the readers’ time before they move on. (Anything more is frosting on the cake.) So lead with what’s most important!

Let’s say you’re writing an e-mail to all the members of the management staff in your company. The various messages (pieces of information) to be included are as follows:

1. A meeting has been scheduled for all members of the management staff.
2. Coffee and breakfast rolls will be served.
3. If time permits, we will discuss options for the company’s summer party.
4. Anyone who can’t come should let the director of marketing know by Thursday morning.
5. Everyone should bring ideas for product improvements.
6. The meeting will be held in the executive boardroom.
7. It will take place next Monday from 8 a.m. to 10 a.m.

If you simply wrote out the preceding messages in the order they are listed, you would qualify for the Bonehead of the Month award. Readers who fail to wade through the entire e-mail because they are interrupted or bored to distraction will have only a vague idea about some future meeting that has something to do with breakfast rolls and the summer party.

How would you order the messages, putting first things first? If your reordered sequence runs as follows, you win the gold star:

1. A meeting has been scheduled for all members of the management staff.
2. It will take place next Monday from 8 a.m. to 10 a.m.
3. It will be held in the executive boardroom.
4. Everyone should bring ideas for product improvements to the meeting.
5. Anyone who can’t come should let the director of marketing know by Thursday morning.
6. Coffee and breakfast rolls will be served.
7. If time permits, we will discuss options for the company’s summer party.

The reordered list places the messages in descending order of importance – first things first. Even those readers who run off to the water cooler before reading the last three points will have the essentials. The finished e-mail might look something like this:

A meeting has been scheduled for all members of the management staff next Monday from 8 a.m. to 10 a.m. in the executive boardroom. Bring your ideas for product improvements. If you can’t come, please let the director of marketing know by Thursday morning. Coffee and breakfast rolls will be served. If time permits, we will discuss options for the company’s summer party.

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