In this lesson you learn the value of using a standard framework when writing your memos and are given a framework used for the most common types of business documents.
Starting with a standard framework when writing a business document jump-starts your thinking and consequently your writing. By knowing the sections you should include in your document, you can easily identify missing information and ensure you incorporate all the data you need to make your document as effective as possible. The framework also enables you to quickly organize your thoughts and evaluate your logic. Using the framework consistently trains your mind to write more efficiently and effectively. The framework also assists your readers because they know where to find specific information.
We will provide a "standard memo framework" for writing most kinds of business memos. This model is appropriate for virtually all the memos you will write; however, you may wish, over time, to modify the standard framework to better suit your personal style and specific business situation. Regardless of whether you adopt the standard framework, a slight modification of it, or a framework of your own creation, beginning with the underlying structure in mind before doing any writing will be a significant aid to your thinking.
Tip
If you're going to create your own framework for documents, keep your typical reader in mind. What kind of information is she expecting to see? What logical flow of information is most likely to be persuasive? What organizational structure for your memo will make it easiest for her to find what she's looking for quickly and easily?
Think of a document framework as you would the framework for a new house. The framing in the home-building process provides the outline for what materials are needed and where they're to be placed. The document framework does the same for your logic and data.
Plain English
A framework for a business document is a guide to writing the document. It tells you the specific sections to be included and the type of information that should be contained in that section.
Some people dismiss a document framework because they believe it is restrictive. We have found in our careers and in our workshops quite the opposite. The framework provides the structure writers need to be thorough and creative. The framework is a tool, a starting point. Use it to start your writing process, and tailor it to your situation as you see fit.
The most common business documents written are recommendations and summaries. Use a recommendation when you're asking the reader to take some action or to approve your taking some action. Use the summary to convey information to the people who need it. Both follow a similar framework. For the purposes of this book, we call this framework the "standard memo framework."
The standard memo framework consists of the following five sections: the Overview; the Background; either the Recommendation or the Conclusions, depending on whether your memo is a recommendation or a summary; either the Rationale (for a recommendation memo) or the Key Findings (for a summary memo); and the Next Steps. The contents of these sections are:
Overview: Two or three sentences that provide a synopsis of the entire memo, including a brief statement that summarizes your conclusions or recommendation.
Background: One or two paragraphs describing the business situation relevant to why the recommendation is being made or the conclusion is being given.
Recommendation: A brief description of exactly what you want to have happen. This would typically include what needs to be done, what it would cost, and how quickly it could be done.
Conclusion: A brief description of your interpretation of a business analysis, research analysis, or other information analysis.
Rationale: Three to five paragraphs, each of which provides a reason for the reader to agree to your recommendation, and the support needed to back up each reason.
Key Findings: A list of facts obtained from business analysis, research analysis, or other information analysis.
Next Steps: What needs to be done, by whom, and by what date.
To better understand how you can use the framework to create an effective business recommendation, consider the following recommendation memo (we'll take a look at a summary memo in Lesson 4, "The Opening Is the 'Bottom Line'").
Tip
Clearly delineating the sections of your document—for example, by printing your headings in a different font and larger type size—can make your memo more inviting to read, and make the information in your document easier for the reader to find.
The preceding memo lays out a fairly complicated plan with detailed explanation of why the plan is right. Writing such a memo could be very difficult and confusing, and reading it could be equally confusing, if there was no clear framework for both the writer and reader to follow. The standard framework, then, gives the writer a road map for laying out the discussion, and the reader a similar road map for following it:
The Overview tells exactly what the memo is about, and what the reader is being asked for (i.e., approval of the plan).
The Background gives the reader relevant information about events that have already occurred—in this case, the test market results.
The Recommendation section tells the reader the specifics of what is being recommended—the details of the sampling plan—amplifying what's been stated in the Overview section.
The Rationale section lays out, point by point, why the recommendation is sound. In this case, both test market results and other research are cited to support the recommendation.
Finally, the Next Steps section describes what the Acme brand manager will do, and when he'll do it, if the recommendation is approved.
Caution
Try to avoid putting too much detail in the Background section. You need to include enough so that your reader can understand the situation; additional detail will bog down the reader before he ever gets to the "meat" of the memo (the recommendation or conclusion). If the background information doesn't apply directly to the recommendation or conclusion being made, leave it out.
Some recommendation memos are more complex. To keep these memos easy for your reader to understand and agree to, it's best to add the detailed information on how the action plan works in a later section, and keep the recommendation section at a summary level. In these cases, the standard memo framework may be expanded to include How It Works and Risks sections as follows:
Overview
Background
Recommendations
Rationale
How It Works
Risks
Next Steps
Tip
If your Recommendation section is more than two or three paragraphs of four to six sentences each, consider adding a How It Works section, and summarizing the recommendation in the Recommendation section.
The two sections added enable you to easily outline in detail how the plan you're recommending will work and how you have addressed the associated risks. Note that these sections may be added as appropriate, and are not necessarily required to be added together.
How It Works: Several paragraphs that outline in logical detail how a recommendation will be implemented. Specifically, this section details who will do what, when, and how for the entire plan. This section is optional and is needed only for complex recommendations.
Risks: Two to three paragraphs describing what risks may be associated with implementing your recommendation. This section should usually be accompanied by a brief explanation of why the risks are small, or how the risks can be mitigated. This section is optional and should be used only for high-risk recommendations.
Plain English
A risk important enough to be included in a Risks section is a threat to the success of the plan that is unique to this situation or significant in some way. The "usual" risks, such as possible competitive response or unforeseeable disasters, wouldn't generally qualify, since those risks are assumed to be there in all cases, and needn't be pointed out each time you write a recommendation.
Suppose in the previous memo example that the sample and coupon program required $6 million more spending than has been budgeted. The Acme brand manager would likely need to add more financial detail based on the test market results and the sampling payout model in order to justify the additional spending. The manager would likely outline the incremental spending and volume projections in a How It Works section, and compare Acme revenue and profit based on implementing the sampling plan vs. not. In addition, the brand manager would need to ask for approval not only for the sample and coupon expansion, but also for the incremental funding associated with it.
A framework helps guide your thinking before you begin writing, and guides the reader through the completed document. This makes it easier to do your job of determining what information to include and where to include it, and makes it easier for the reader to find and understand the information you've provided.
Using the standard memo framework helps clarify your thinking before you start to write.
Using the standard memo framework enables your audience to stop reading the document once it has enough information to agree or approve your recommendation.
You can use the standard memo framework as a starting point to evaluate your logic and strengthen your argument, then tailor the final document format as appropriate for your purpose.