In almost any kind of business, sometimes there is a need to motivate others. (NB: This is as distinct from "motivational programs" which are structured incentive schemes, usually aimed at sales staff to get them to sell more. This is a different area altogether and one which we can look at another time...

FOR ONCE IT'S NOT ABOUT SELLING

     The cynics amongst us would probably say that all you need to do to motivate people, is to use sales techniques on them. There might be a bit of truth in that from the point of view that in order to motivate people, you've got to show them "what's in it for them." However that's probably where the resemblance ends.

     I believe there is a difference between selling people an idea and motivating them to "buy into it." With motivation you need to focus more on generating and activating desire. That's not something you necessarily have to do with selling, because in that case you should be selling into a ready-prepared market opportunity. (But that's straying into marketing issues which we're not discussing now.)

MOTIVATION TO OVERCOME PROBLEMS OR FACILITATE CHANGE

     To be brutally frank, the times when you are likely to have to motivate people are more likely to occur in the light of something negative … a product recall … a service failure … redundancies … plant/factory closures … poor business performance … and so-on. Alternatively, it often occurs when some kind of major change is required, where you may well be dealing with resistance or inertia. All this makes it more difficult to start with.

     Motivation (and motivational writing) is less likely to be needed for external customers. It's far more likely to become an issue that needs addressing within other "stakeholder" groups like colleagues, affiliates, staff, suppliers, retailers, shareholders/stockholders, etc.

THREE KEY CORNERSTONES: TRUTH, HONESTY AND POSITIVITY

     So how do we tackle this particularly challenging need for good business writing? With truth, honesty and positivity. And that applies equally whatever media you're writing for: email, letter, website or intranet post, audio/video streaming, SMS/text message, etc. (cont'd below)

TRUTH

     If something has gone wrong, people will know. Nothing travels faster than bad news. It's vitally important that you write the truth of the issue and share it as far as possible with the group you need to motivate. Nothing will make you look worse than if someone catches you telling even "white" lies.

     Bear in mind, too, that in some circumstances you – and the truth – will be fighting a battle against cynicism and wild rumors, which makes your job even harder. Depending on the circumstances you may need to point out the rumors and issues about which people may be cynical. Once it's out in the open that you know what people are thinking and feeling you can provide confidence-boosting information about each issue in turn.

HONESTY

     Don't, however, let telling the truth flow over into making excuses. In this case your audience want to know the truth, yes, but only as it affects them. Too much honesty about what may have gone wrong or why renewed motivation is required or why change is necessary, etc., will lose a) their interest and b) their sympathy.

     As soon as you've told them the truth and established the background, then, you need to get on to how things will be from now on … the "today is the first day of the rest of your life" approach. To dwell for too long on anything negative – and even good, healthy change in business can be perceived as negative by some stakeholders – will increase any existing pessimistic feelings.

NOW YOU'RE IN A POSITION TO MOTIVATE

     Once you have shared enough information for your audience to have a fair and reasonable grasp of the issue in hand, you need to move smartly on to why they can be confident in putting their faith in you/the business/the change program, etc.

     In the next Tipz we'll look at the third key element of motivational writing, which is positivity. Also we'll see how important it is to be seen to "lead from the front" and prove that the audience's motivation will be justified, through establishing achievable, deliverable goals.

With all good wishes

Susan St. Muir