Conversational Pattern Ensures Well-Engineered Memos, Letters
Authors: Hay-Roe Hugh 
Published: December 2007

Summary
The real secret of "reader-friendly" writing is reader-friendly organization. Four questions, similar to the journalist's checklist, keep technical writers on track - from an opening with impact all the way to a convincing finish. These questions frame a silent dialog between writer and readers based on a transfer of information in a face-to-face conversation. The readers, needing information, ask the questions; you, the writer, answer them. It sounds straightforward; it is. And it works. Used properly, the questions -What? Why? How? and So? - ensure that any letter, memo, or brief report is structured so that readers get the message quickly and accurately. All readers in a hurry, especially busy managers, appreciate such well-engineered communications.

What?
"What?" is short for "What have you got for me?" or"What do you want from me?" One of these two questions will be uppermost in your reader's mind. It begins the imaginary conversation between reader and writer.
When you take the time to decide what you offer to your readers or what you want from them, and then set down your answer in plain language (see table), you accomplish three things.You will get going quickly on every writing assignment. If getting started is a major headache for you, answering this simple question,"What?" will put an end to writer's block.You will command readers' attention by responding at once to their needs as they see them. But to anticipate and answer readers' questions effectively, you must be familiar with their backgrounds and interests in your particular topic. If you can't define the interest - if a reader is merely a name to you -take the time to find out. It is unprofessional and risky to write in ignorance of your audience.This reader-friendly start will allow you to organize the rest of your communication in a logical and economical way. Having delivered your main pointup front, you will find you can devote less space to answering Why? and How?(much of the supporting detail can go in attachments). Why do they sell so many highlighting marking pens? Because readers use them to find "buriedtreasure" - the main point(s) that should never be buried in masses of detail.

Why?
Industrial editor Jerry Murray found that in most situations, the conversational pattern typically moves from What? to Why? For example, if you are (1) making a proposal, (2) recommending something, or (3) requesting funds, the questions triggered by those three main points might be, respectively, (1)Why do you propose to do this? (or Why do it this way?), (2) Why do you think this recommendation will save us 2 years?, and (3) Why do you need such a large sum?
Such questions give you a logical opportunity to sell your concepts, defend a particular course of action, explain the engineering rationale behind your choice, or justify the money requested. But if readers will not ask"Why?" you do not waste their time - and yours - by explaining, defending, or justifying. You just go to the next question that readers would ask in response to what you have already said. This is an effective way to reduce length.

How?
With their "Why?" questions taken care of, readers usually start asking questions that begin with "How . . . ?" Again, you will answer in the sequence in which you expect questions to be asked, beginning with the interests of management. For example: "How much will it cost?" (This question could be so important that your answer becomes part of the main point, like this: "The Midland office recommends a pilot waterflood in the Greaseville reservoir, at an estimated cost of . . . ")
"How do you know that?" "How is this going to work?""How big a team do you need?" "How long will it take?" These are other common interests to respond to. The question "How did you get this answer?" could be your opportunity to write what some authors like best - a detailed description of just how cleverly they handled the project. But perhaps such information belongs in an attachment titled "Field Methods" or "Laboratory Procedures."

So?
For a closing with impact, consider whether your readers will want to know,"Where do we go from here?" "What do you want me to do next?""What's the timing on this?" Here is the logical place to sum up, to pull any loose ends together, to motivate your readers to act immediately, or to leave them thinking the way you want them to think about the matter at hand. Even if readers would not ask "So now what?" you still have the option of answering that unspoken query bring your message to a strong conclusion.
So, try this approach on your memos, letters, or brief reports. And keep in mind that the method has additional steps for handling long reports and technical papers. A future article will detail those steps.
P. 917