So you write this terrific Imcom. (An Imcom is anyimportant business communication such as aletter, memo, proposal or report.)It sings. It sells. And it flops!What happened? You dribbled away your close. You whisperedinstead of shouting. You hung nice instead of tough. Itnever pays.So, today, let's learn how to kick-butt' when you closean Imcom to your boss or anyone else up the command chain.WHAT ACTION DO YOU WANT YOUR TARGET TO TAKE?Forgive me. This seems almost too elementary to mention.But I'm convinced that 90% of the people who write an Imcomdon't give this question much serious thought.It's a question you should ask yourself before writing thefirst word of your Imcom. What EXACTLY do you want thetarget to do? Call you? Bounce your idea further up thecommand chain? Give you the go-ahead on a project?Don't assume the target will know what you want. I learnedthis years ago when writing sales copy. I would tell theprospect to fill out the reply card or order form.
I wouldtell him to use the postage-free china engine camshaft manufacturer reply envelope. But sohelp me, if I didn't mention putting the envelope in themail...response dropped.The only thing I can figure is that we are not routinethinkers. So you have to be the target's routine thinker ifyou want a timely response,BE DIRECT, BE FORCEFUL AND SUGGEST URGENCYMost people don't close effectively because they're afraidof offending someone. Trust me. This is not a problem.Let's say you are writing a proposal for your boss to getapproval for a new research program. You've gone throughall the why's and where's. It's time for a kick-butt close.Obviously, the action you want is a go-ahead approval andyou want it NOW! You don't want your fantastic idea sittingin someone's Whenever' box for five months.Still, the target is your boss so you want to be a littletactful. Here is how you might write your close:"By starting immediately on this project, I estimate wecan have positive results to show the Executive Board attheir next meeting in June. I have an open scheduletomorrow afternoon and could meet with you to discussdetails. If you are available, have Alice call me about atime that would be convenient for you."Notice how cleverly you have constructed your close.
You have inserted a note of urgency without being demanding.You have also lifted the burden of response from the targetand placed it on someone else. This could be a secretary orassistant.The easier you make it for a target to respond, thequicker you'll get that reply.You could also take the necessity of responding completelyoff the target's shoulder by volunteering to do the follow-up."I'll call you tomorrow morning, after you've had anopportunity to read through my proposal. We can then set upa time to discuss details."Notice that you haven't even suggested that your proposalmight not be accepted. From a psychological standpoint,this makes the refusal, if there is one, more difficult.Overcoming a positive with a negative generally takes extraeffort.Writing a close for Imcoms going to associates orsubordinates, requires a bit different approach. I'll coverthat type of close in future Imcom coaching articles.Just remember, no matter who you are talking to, spell outexactly what action you want taken. And try to insert anote of urgency. Faint heart never won a fair response.(Or, something like that.)