PERSONAL MARKETING: GET YOUR WRITING TO ADD UP.

• Author: Davidson, Wilma

Perhaps the most important personal marketing tool is your ability to communicate with your clients. That means you need to write clearly and effectively. Fortunately, there are people out there who have dedicated their lives to helping you draft intelligent business papers. Don't be afraid to consult them, or their reference books, when you have doubts--as quickly as you would refer to the Internal Revenue Code or GAAP.

Consider, as well, the following writing tips, especially when you are having a difficult time putting ink to paper. You can keep this section within reach for reference whenever you hit a writing roadblock.

Tip no. 1: Write a draft

If you find documents such as proposals, performance evaluations and engagement letters difficult to write, you may need a jump start. Creating a first draft will give you something to work from. Look at the clock and set a deadline for completion. Don't know where to begin? Use one or more of the following suggestions:

* Jot down an informal outline.

* Begin anywhere with whatever part or information you feel comfortable with. There will be plenty of time to rearrange the parts later.

* Dictate your first draft to a tape recorder: It will prove less intimidating than a blank screen.

* Don't stop to edit now. If you do, you'll actually short-circuit your thinking.

Tip no. 2: Organize your material

The following steps will help you organize your first rough draft and all the materials you need to complete the document.

* Take time to sort out the mass of material you need to create the document. Make certain everything you need is at your fingertips.

* Identify your reader. Consider everything you know about the reader, including gender, age, knowledge of subject, need for details or just the bottom line attitude toward the subject and attitude toward you.

* Ask yourself "What is the most important point I'm trying to make?" Answer it by stating out loud or writing down the single purpose of your document. Avoid diluting the message by having two purposes. For example:

Vague: I am writing to give you information about the current status of your account.

Specific: I am writing to tell you your account balances.

Present the most important information right up front. If subject and purpose are not clear, start again.

Tip no. 3: Revise your first draft

Go back to determine if the subject of your document is clear. What is the most important thing you are trying to say? Showcase it in your opening.

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