Whenever you communicate with someone in business, whatever your business, there are two main things that your communication needs to do, otherwise you’re wasting your time – and theirs.

The first of these is the first chronologically as well. Why should the person you’re communicating with be interested in what you have to say? Their time is at least as precious as yours, so you need to be able to quickly provide them with an answer to the following questions that are really variations on a theme:

– what’s in it for me?

– who cares?

– why should I read any further?

The only way to answer is for you to clearly state the benefit to them of what you have to say. Ideally in the heading of your communication, and certainly in the first paragraph.

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