Developing and delivering a strategic communication plan, key messages, and copy elements on a tight timeline for a client recently, I was reminded of the adage about successful residential painting projects, implanted in my brain when I became a first-time homeowner:
Preparation is 80-90 percent of the work (and it is essential to your results).
One expert contributor for This Old House, a Boston-area painting company founder with about three decades of experience, Mauro Henrique, pegs it at 85 percent. He knows that cutting corners on painting preparation undercuts a quality finish for customers.
The same holds true for communication. And almost every action we take in business. Preparation for communication is as essential as standard work in manufacturing or looking around corners as a sourcing, supply chain, or customer service leader.
Elevating Results
All the thought and time put into the colorways and design, and the work of evaluating, repairing, sanding, washing, wiping, taping, masking, material and tool gathering, and staging the space before you pick up that paint brush or roller—every fine detail in the process—enables attentive technique and efficient execution. In most cases, it ensures above average results.
This topic reminds me of a straightforward and firm proclamation regularly shared by my high school graphic arts teacher, Don Rupert, Hudson High School (Hudson, OH):
“Garbage in, garbage out.”
In corporate and marketing communication—from content and channel strategy to story development, editing refinement, and eventually publishing—research and thoughtful reflection sharpen your writing. They also improve your chances of understanding, reaching, and influencing your targeted audiences.
Bold Claim
Compelling stories with profound headlines, navigational subheads, and well-placed calls to action can lead your targets to water and make them drink.
Whether they are engaged or skeptical, employees or media or customers. reach them with facts and help them develop their own connection to the product, service, or issue at hand.
While I will never be a salesperson—not wired for it—I embrace the elements of persuasion in what I do.
Now, back to that project with the tight timeline.
Writing Truism
You can accomplish great things in a rush, but as a writer you need to hold firm on the necessity of preparation that includes:
Gathering and digesting facts and insights;
Distilling what you have absorbed to highlight what is essential; and
Framing and writing the story that you believe needs told.
Always Remember
Great writers are great thinkers.
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Photo credit: Maria Ovchinnikova
About the Author: Dave Schuellerman is a professional writer and communication consultant with 30 years of experience helping B2B and B2C companies inform and influence targeted audiences. Learn more about his background, perspective, and available services such as organizational change, issues management, and strategic communication planning at FEND Communication. Ready to engage on a project? Reach him directly at schuellerman@gmail.com.
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