Over the years, I have written messaging for many senior executives and leaders. I have written for the president of a Norwegian Aquaculture company, the sales director of food distribution businesses, the vice president of human resources in a mining company, the Dean of a university faculty, and many others.
What are the keys to capturing the strategic content and the person's voice?
Time, curiosity, and empathy.
Digesting the organization's strategic plan and current challenges takes time. Executive messaging should always align with the organization's overarching goals and objectives. Every message should reinforce the strategic vision, highlighting milestones and accomplishments contributing to collective success.
Speak at length with your subject and create the trust and space where they feel free to share their thoughts with you confidentially. In my role, I often become a trusted advisor to the executives I work with. As a consultant and an outsider, leaders can share things with you that they cannot work with employees.
Empathize with your subject and capture their communications and management styles, and their unique personality. Encourage executives to be authentic, allowing their actual voices to shine through. Authenticity builds trust and credibility among readers, fostering a sense of transparency and openness that resonates deeply.
Here are a few things to keep in mind when drafting executive messaging.
Know Your Audience:
The foundation of impactful executive messaging lies in understanding their audience, in this case, their employees. Before putting pen to paper, take the time to research the audience's preferences, concerns, and interests. Tailor the message to resonate with their needs and aspirations, ensuring relevance and value in every word.
Clear and Concise Communication:
Executive messaging should be concise yet informative. Ensure the message is easy to understand, avoiding jargon and complex language. Break down complex ideas into digestible nuggets, using bullet points or subheadings to aid readability. Brevity is vital, as readers often skim newsletters for pertinent information.
Incorporate Engaging Storytelling:
Compelling storytelling is a powerful tool in executive messaging. Weave engaging narratives that illustrate key points or successes. Storytelling captivates readers, invoking emotional responses and fostering connection. Craft anecdotes that humanize your executives, making them relatable figures who inspire, motivate, and engage their readership.
Encourage Two-Way Communication:
Executive messaging should not be a one-way street. Encourage their readers to provide feedback, ask questions, and share their perspectives. You foster a sense of inclusivity and involvement by incorporating avenues for two-way communication, such as interactive surveys or Q&A sessions. Executives can address concerns directly, making the messaging more interactive and engaging.
I hope these hints help. Effective executive messaging is one the of the keys to having a newsletter that successfully engages its audience and constantly reinforces and supports the organization’s strategic plan and vision.
