Skillset New Zealand Blog

Ideas to help your team develop personally and professionally.

Intimate? Yes. Like one person talking to another.

Whether you are writing to hundreds or one person, it's the same. Your audience should always be thinking that you are in a conversation with them individually, not addressing the nation.

Lofty language such as, 'the public' or 'you, our valued customers', 'some of you may be thinking' or 'many people in the audience here today', makes people think they could leave or tune out and nobody would notice.

Even a slight change can suggest a conversation.

When Air New Zealand cabin crew say, 'Please turn your cellphones (plural) off', you know they're talking to the crowd. When they say 'Please turn your cellphone off'' you know they are talking to you. (Feel free to join my campaign to persuade them to change.)

About Ralph Brown

ralph brown blog3

Ralph is our founder and managing director. He has a background in psychology, television journalism and business.

Ralph's passions are psychology and writing. He leads workshops on both and speaks to conferences on the psychology of thriving at work.

In 2011  Professional Speakers Australia awarded him its top speaking accreditation, the CSP.

He has written six books and more than a hundred articles on psychology and writing. International research journals have published his articles reviewing the research on resilience.

Ralph's enjoys trips to France. He lives in rural Canterbury.

Interested in training in business writing?

A business writing workshop will give your team far more than just plain English. They’ll be achieving more clarity in less time. Through their emails and letters, they’ll be building cooperative relationships with their colleagues, customers and community.

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Discover what top achievers do when the going gets tough.

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