How does this affect me? It’s the first question people ask themselves when presented with new information.
How does this affect us? Information is also deemed valuable when it offers a broader perspective, reflecting state, national, or global trends.
Improve the power of your communications by answering both of these questions. “Write Local” to reinforce the relevance of your message. “Think Global” to establish your professional expertise and appeal to the widest possible audience.
These real-life examples pull you into the rest of the story with “Write Local, Think Global” strategies.
While 2011 has been proclaimed the Year of School Choice by The Wall Street Journal and numerous pundits, Virginia remains one of the South’s lone holdouts….
– Op-Ed column by Robert Holland and Don Soifer published by The Free Lance-Star, Fredericksburg, VA Nov. 8, 2011.
Miracle Whip dressing isn’t for everyone. The condiment’s bold taste sends couples to their demise as quickly as it unifies others. With the average wedding…or divorce costing upwards of $25,000, Miracle Whip wants to be there for the I do’s, and the I don’ts, allowing lovers and haters to win $25,000 towards the cost of a wedding, or divorce, through its “Not for Every Relationship” contest ….
-Kraft Foods, Inc. press release July 18, 2011.
Fine jewelry, watches and gift ware will almost certainly cost you less at Borsheim’s. I’ve looked at the figures for all publicly-owned jewelry companies and the contrast with Borsheim’s is startling. Our one-store operation, with its huge volume, enables us to operate with costs that are fully 15-20 percentage points below those incurred by our competitors….
-Excerpted from A Message from Warren E. Buffett, CEO of Berkshire Hathaway Inc. November 2011.
Vastly different writing styles and topics, but all three examples effectively engage the reader. We’ll see just how effective they are next time we’re at the grocers buying mayonnaise, contemplating a jewelry purchase online, or considering School Choice options in Virginia.
