We are launching an exciting new content campaign introducing our new Closed Loop Marketing Architecture (CLMA) in the next few weeks. This new content is central to our core mission – to deliver closed loop marketing solutions for complex sales. Companies with complex sales, including financial services, investment management and B2B are looking for ways to align marketing and sales and drive top-line growth. CLMA helps them achieve this.
Our team members are enthusiastic about the new campaign and want to author blog posts about dimensions of the CLMA.
However, many of them consider writing a blog post a daunting task!
It does not need to be!
So, how can you write a [great] blog post quickly?
The answer is to use a simple tool: Persuasive Communications and Top-Down Logic! Start with a single persuasive message and follow a proven ‘top-down’ structure: S-C-Q-A!
- Answer (single persuasive message)
Start by understanding your audience and developing your single-minded persuasive message – what you want the audience to take away? This can be adjusted later, but it is good to start with this overall theme or governing thought. This persuasive message becomes the ANSWER in your S-C-Q-A – then you can put the pieces together with a situation and a complication.
What is Persuasive Communication?
Persuasive Communication is a powerful approach. The method helps you deliver a key argument or message and deliver it in a logical way. You can capture the essence of the situation or problem, ask the key question your audience has on their mind, and deliver a single-minded message and supporting evidence. I learned this method at PA Consulting and it always comes in handy when I am structuring communications or presentations. You will find me asking members of my team (or my family with less success!), “What is your S-C-Q-A? ” – a typical question I heard when I was at PA Consulting.
Persuasive communication is a structured way to position and communicate that ties your answer – or proposed idea – to the situation and complication that must be overcome by your audience.
Let me guide you through an example by introducing the model to convince you that you should embrace this approach within your organization. To do this, I will use “S-C-Q-A” or Situation, Complication, Question and Answer which is the structure that will help guide the delivery of your messages. S-C-Q-A can also be used in more subtle ways, but to illustrate the logic, I will use the structure explicitly in the following argument:
Persuasive Communication Example
Communicating a clear and persuasive message to your audience is critical – whether in a sales or service delivery situation or presenting a solution or new proposition to the marketplace, people and organizations need to deliver their content and ideas in a clear and directed way that speaks to the key issues and challenges that your audience wants to fix. If you can more effectively communicate your message and persuasive argument, you will be much more likely to convince your audience that they should take the action you propose.
Unfortunately, too many of our communications lack the clarity and structure of good top-down thinking and problem solving. Bloggers of all quality and experience make arguments without tying together key issues, sales teams meander through client conversations without delivering a clear and persuasive argument backed by logic, corporate presentations miss the mark in delivering a single-minded message and instead offer only a reflection of the company itself – without a focus on the audience and the opportunities they seek to address.
It is critically important to differentiate your message and deliver it in a clear and compelling way. In order to use a more persuasive communication technique, your writers and presenters need better tools to apply structured communications in their day-to-day activities. It is difficult to ensure that teams learn and apply an understandable approach consistently across the organization.
How can we change the way teams engage their audience and deliver messages that drive results?
Build structured communications into the fabric of your organization by helping communicators deliver compelling arguments.
You can do this by following three strategies:
- Formally introduce Structured Thinking and Delivery using workshops that use hands-on practice, case studies and real-world examples.
- Reinforce the approach by applying structured communication techniques across all your interactions day-to-day – including presentations, emails, blog posts and marketing communications
- Ensure adoption across the organization by recognizing the impacts that come from applying the approach.
How to Write a Blog Posts Quickly [and Well]
Persuasive Communication and the S-C-Q-A method will help you write a blog post quickly… but more importantly, it will help you write a better, more organized post. Have you used these techniques in your organization? Share your ideas and comment at the Revenue Architects blog. Good luck and good communicating!