SPELLING ANNUAL REPORT RELIEF: FROM THE TENT OF THE GENERAL

The CEO's letter is probably the most read piece of the annual report. It establishes the tone, expresses your company's character and culture, reveals what's important and explains what matters. It's a critical piece of company communications, and few make the most of it.

But you will.

To establish a strong, convincing letter, keep it:

Personal. Warren Buffet, CEO of Berkshire Hathaway, is the most famous person penning letters to shareholders. I heard that when Warren composes his annual letter, he envisions writing to his sister. Even if that's not true, it should be -- it's a great technique. For inspiration, read Warren's letters at http://www.BerkshireHathaway.com/

Powerful. Similar to speechwriting, write simply, but use strong words. Review what you know about good writing -- write in the active voice, omit needless words, tell a story -- and apply the tactics to the CEO's letter.

Urgent. A reader should be able to *hear* the CEO's personal tone and messages -- not just read them. Think of Tom Brokaw reading your letter -- does it jump off the page for him? The invisible subhead to the letter is: "This message brought to you by the company's number one fan." Write to inspire.

The CEO is the great defender of where your company is and where it can go. Make the most of the letter and make it the talk of the annual report.
     
© 2004 Donna Kozik. For information about Donna’s writing services, visit 
http://www.DonnaKozik.com.