Writing for Business Success/Delivering your message/Video signpost Bovee
View video – Cortland Bovée and John Thill: What’s New in Teaching Business Communication? A New Organizing Model for Business Messages. [5:35 min.] This video describes a storytelling method for developing effective business messages. After viewing the video, try this practice exercise: Scenario – Your business sells recliner chairs that can open up to become a single bed. Create a story that would get people interested in trying out or buying the chair. Use the storytelling guidance from the video to structure your own story. Doing this exercise will help you to successfully complete the learning challenge at the end of this pathway – and other learning challenges that follow. If you are comfortable doing so, please share your story in the course topic discussion forum.
Optional
View video – Kristina Halvorson: Message and Medium: Better Content by Design. [52:12 min.] In this 2010 conference presentation, Halvorson of Brain Traffic explains how to design effective business messages for multi-channel web delivery. Halvorson’s main point is that the message content matters more than the medium. She emphasises that effective messages focus on customer needs and interests. She also describes key design concerns for different message types, and gives examples of how to use storytelling structures to create effective messages.
Note: Halvorson’s presentation slides are sometimes blurry on the video, and her closing is cut off. However, a pdf containing clear images of her full presentation slide deck is available at the Vimeo site shown.
