The Pyramid principle Logic in writing and thinking with a dash of etiquette

Agenda
1. 2. 3. 4. 5. What it takes to communicate on behalf of a company The Pyramid Principle Examples What else More Examples

Are you prepared to be the spokesperson for a business?

As a communicator for a company, you are responsible for the brand You are responsible for peoples reaction to the brand It is vital that you fully understand the business before you begin. Follow the company strategy 100% Communicate with authority, not arrogance Communicate value & be authentic Engage and be available for comment Write English not TEXT language Limit your use of exclamations and capital letters Think about what your audience wants to hear before you start writing.

The Pyramid Principle

The Minto Pyramid Principle says that your thinking will be easy for a reader to grasp if you present the ideas organised as a pyramid under a single point. But that point must be directed toward answering a question existing in your readers mind, and your ideas must in turn obey a limited number of logical rules. The trick is to make sure your thinking fits that form before you begin to write.

 The Minto Pyramid Principle concentrates on the thinking process that should precede writing.
It explains how to identify your readers question the purpose of the document and then how to work down the pyramid, The result is a clear, concise message grasped quickly by the reader, leading to action Fast-tracking ideas in this way tends to enhance both your work and your effectiveness in your organisation.

Pyramid Example
Barclays should launch its new card in China.

Why? Attractive Market Pro-bank climate

No competition

Why? Will be Profitable

Why? Easy to Implement

Costs low

Revenue high

Staff Plan available developed

Using the Pyramid Structure

Overall Argument

Sub-argument #1

Sub-argument #2

Sub-argument #3

Evidence

Evidence

Evidence

Evidence

Evidence

Evidence

Document Structure
Introduction Situation Complication Question/Answer Body Next Steps Something the readers will not question if they buy your argument Conclusion Summary/Call to action/Emotion provocation

Creating an introduction
1. 2. 3. 4. 5. 6. Draw a box and write down a subject. Decide the question the reader wants answered. Write down the answer. Describe the situation without controversy. Develop the complication--Answer so what. Recheck the question and the answer.

So now we know how

But what do we say? Strategy, Strategy, Strategy What are the Businesss objectives? What is the businesss revenue model How can, what you are doing, add to this? How will you measure your impact on the company?

So lets play.
1. Write down Subject: ME 2. What is the single most important thing you would like me to know about you? 3. Why do you think I need to know this? 4. Is your message clear and concise? 5. Is it relevant to this forum? 6. What will this communication between us achieve?

Lets take another example.something more business relevant

You are asked to write a blog post on the Grow Academy website on the value of this bootcamp and why its relevant to your life. What do you say?

Questions?
You are welcome to contact me on judith@duomarketing.co.za 021 683 8223

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