Page 174 - The Voice of Authority

Forget the “Once Upon a Time” Format

“Once upon a time” opens many classic bedtime stories,
but marks an amateur business document. Your clients,
boss, or colleagues aren’t reading for pleasure, so don’t
keep them in suspense. Start with “they lived happily ever
after” or “we need your help to live happily ever after” (the
overview message and action) and then circle back and give
readers any necessary background details to take expected
action or make a decision.

Recommend Rather Than Report

Those in staff positions, particularly, argue, “But nobody
asked me to make a recommendation; they just asked me
to answer a question.”
Think again. In most such cases, the reason someone
has asked the question is that you’re the expert—the go-to
person with the appropriate expertise. They don’t want
“just the facts, thank you, ma’am.” They want your expert
opinion. In light of the context, their goal, the question
they’ve asked, and the question they should have asked,
what’s your recommendation to accomplish the goal?
When you go to see a medical doctor, do you expect an
opinion along with your lab reports and X-rays? When you
go to see your CPA, do you expect only the numbers or an
opinion about what’s deductible and what’s not? When you
talk to your financial advisor, do you want only a report
on the effective yields of your portfolio or would you like
the firm’s opinions about various investments options?
Don’t bring a problem and dump it at another’s door as
if to say, “There! I’ve done my part!” If you’re the person
most familiar with a problem and have the most informa-
tion available, offer something actionable to move others

162 The Voice of Authority