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When you want to write eye-catching introductions
Every time you communicate, you want people to engage with you instantly. This gives you a much better chance of getting them to do what you want. This short chapter will help you do this very quickly. Let me explain . . .
Imagine that you work in Marketing, and want to share your new plans with the sales director. Which introduction would she prefer?
“Here’s our Marketing plans for next year”; or
“I know you’re keen to improve the performance of every one of your team, to reduce your dependence on a handful of superstars. We have a new approach to help ensure this happens. I want to show you how it will work, by running through our Marketing plans for next year.”
The second is clearly much more compelling. It starts with her agenda, not yours (in fact, your agenda – the plan – isn’t mentioned until the end of your introduction). This makes it much more likely to secure her buy-in.
Changing your introductions in this way is another of these ideas that should always happen, but rarely does. Don’t believe me? Check your company’s website and brochures and note how many paragraphs begin with the word “We”, “Our” or your company’s name. These are examples of your agenda, not the recipients’.
Use the 4Ws to Create Powerful Introductions
My 4Ws approach is a simple way to create better introductions. Using the Marketing example above to explain each W:
Does the 4Ws secure immediate buy-in? Well, check out the first paragraph of this chapter. Did it work?
To help you see where you might use the 4Ws, let’s look at a couple more examples.
Giving an update following a recent restructure? Instead of “I’d like to update you with what’s been going on”, try:
“Many of you have told me you’re looking for more clarity following the recent changes, (What they want)
so we can all get on with our jobs more effectively and confidently. (Why they want it)
So, that’s what this meeting’s all about. (We can help)
I’m going to update you with what’s been going on, and then . . . (What I’m discussing)”
Running a workshop? Replace “Welcome to today’s Excel Intermediate workshop” with:
“Every one of us needs more time, whether that’s because we want to get more done, to finish work earlier, or just to make things more pleasant and simple. Today’s session will help you achieve this. I’m going to show you how to use Excel to help you to . . .”
Combining Great Titles with Powerful Introductions
The 4Ws works well alongside the previous chapter about intriguing titles, since a great title/introduction combo makes a very compelling start. For instance, one of my customers recently pitched for a multi-million dollar contract. Before I started to edit their proposal, the general format of every section was:
other
Our technology
We have cutting-edge technology that we can deploy the minute you agree to work with us. The key attributes of this technology, and the related benefits that it will bring, are . . .
With every section, we added a benefit to the titles, and a 4Ws introduction:
other
How our technology will increase your competitive advantage
Your #1 goal is to increase your competitive advantage, through developing a market-defining solution that your competition cannot match. The quicker and better you achieve this, the greater your return.
We can help you do this quickly, through our cutting-edge technology that we can deploy the minute you agree to work with us. The key attributes of this technology, and the related benefits that it will bring, are . . .
Notice how the 4Ws introduction (shown in italics) focuses on their agenda, not yours? Also, once your introductory paragraph is compelling, you often don’t need to change what follows (I didn’t alter the “our cutting-edge technology” paragraph) – great if you’re short of time.
The 4Ws Even Works at Home
Like many of this book’s techniques, the 4Ws works at home too.
For example, it helped my daughter Megan become a school prefect. Part of the selection process involved students writing a letter explaining why they should be chosen.
When I asked her why she wanted to get the role, her first answer was “because it will look good when I apply for jobs”. Sure, this was true; but it wasn’t persuasive: it focused on her, not the school; plus every student would have said the same thing.
So, I showed her the 4Ws, and she wrote this introduction:
other
Dear Mr X,
My name is Megan Bounds, from 10F, and I would very much like to become a prefect. I know it is an important role, and I feel as though I would be able to do it well. This letter explains what I think a prefect’s job is, and examples of why I think I would suit this role.
Students want somebody to go to
I feel that being there for other students is one of the most important roles of a prefect. Students should have someone they feel they can go to when they’re worried, or too nervous to go to a teacher.
I can help with this, because I am used to being there for my younger siblings. I’m used to taking responsibility for them, and being there to answer their questions. I also . . .
There aren’t many techniques that both help companies win multi-million dollar contracts and teenagers become prefects. But 4Ws is one. Even better, it doesn’t take long to do. That’s got to be worth trying!
