Standard
memos are divided into segments to organize the information and to help achieve
the writer's purpose.
Heading Segment
The heading
segment follows this general format:
TO:
(readers' names and job titles)
FROM: (your
name and job title)
DATE: (complete
and current date)
SUBJECT:
(what the memo is about, highlighted in some way)
Make sure
you address the reader by his or her correct name and job title. You might call
the company president "Maxi" on the golf course or in an informal
note, but "Rita Maxwell, President" would be more appropriate for a
formal memo. Be specific and concise in your subject line. For example,
"Clothes" as a subject line could mean anything from a dress code
update to a production issue. Instead use something like, "Fall Clothes
Line Promotion."
Opening Segment
The purpose
of a memo is usually found in the opening paragraph and includes: the purpose
of the memo, the context and problem, and the specific assignment or task.
Before indulging the reader with details and the context, give the reader a
brief overview of what the memo will be about. Choosing how specific your
introduction will be depends on your memo plan style. The more direct the memo
plan, the more explicit the introduction should be. Including the purpose of
the memo will help clarify the reason the audience should read this document.
The introduction should be brief, and should be approximately the length of a
short paragraph.
Context
The context
is the event, circumstance, or background of the problem you are solving. You
may use a paragraph or a few sentences to establish the background and state
the problem. Oftentimes it is sufficient to use the opening of a sentence to
completely explain the context, such as,
"Through
market research and analysis..."
Include only
what your reader needs, but be sure it is clear.
Task Segment
One
essential portion of a memo is the task statement where you should describe
what you are doing to help solve the problem. If the action was requested, your
task may be indicated by a sentence opening like,
"You
asked that I look at...."
If you want
to explain your intentions, you might say,
"To
determine the best method of promoting the new fall line, I will...."
Include only
as much information as is needed by the decision-makers in the context, but be
convincing that a real problem exists. Do not ramble on with insignificant
details. If you are having trouble putting the task into words, consider
whether you have clarified the situation. You may need to do more planning
before you're ready to write your memo. Make sure your purpose-statement
forecast divides your subject into the most important topics that the
decision-maker needs.
Summary Segment
If your memo
is longer than a page, you may want to include a separate summary segment.
However, this section not necessary for short memos and should not take up a
significant amount of space. This segment provides a brief statement of the key
recommendations you have reached. These will help your reader understand the
key points of the memo immediately. This segment may also include references to
methods and sources you have used in your research.
Discussion Segments
The
discussion segments are the longest portions of the memo, and are the parts in
which you include all the details that support your ideas. Begin with the
information that is most important. This may mean that you will start with key
findings or recommendations. Start with your most general information and move
to your specific or supporting facts. (Be sure to use the same format when
including details: strongest to weakest.) The discussion segments include the
supporting ideas, facts, and research that back up your argument in the memo.
Include strong points and evidence to persuade the reader to follow your
recommended actions. If this section is inadequate, the memo will not be as
effective as it could be.
Closing Segment
After the
reader has absorbed all of your information, you want to close with a courteous
ending that states what action you want your reader to take. Make sure you
consider how the reader will benefit from the desired actions and how you can
make those actions easier. For example, you might say,
"I will
be glad to discuss this recommendation with you during our Tuesday trip to the
spa and follow through on any decisions you make."
Necessary Attachments
Make sure
you document your findings or provide detailed information whenever necessary.
You can do this by attaching lists, graphs, tables, etc. at the end of your
memo. Be sure to refer to your attachments in your memo and add a notation
about what is attached below your closing, like this:
Attached:
Focus Group Results, January- May 2007
TO: Kelly
Anderson, Marketing Executive
FROM:
Jonathon Fitzgerald, Market Research Assistant
DATE: June
14, 2007
SUBJECT:
Fall Clothes Line Promotion
Market
research and analysis show that the proposed advertising media for the new fall
lines need to be reprioritized and changed. Findings from focus groups and
surveys have made it apparent that we need to update our advertising efforts to
align them with the styles and trends of young adults today. No longer are
young adults interested in sitcoms as they watch reality televisions shows.
Also, it is has become increasingly important to use the internet as a tool to
communicate with our target audience to show our dominance in the clothing
industry.
Internet
Advertising
XYZ Company
needs to focus advertising on internet sites that appeal to young people.
According to surveys, 72% of our target market uses the internet for five hours
or more per week. The following list shows in order of popularity the most
frequented sites:
- Myspace
- EBay
- iTunes
Shifting our
efforts from our other media sources such as radio and magazine to these
popular internet sites will more effectively promote our product sales. Young
adults are spending more and more time on the internet downloading music,
communicating and researching for homework and less and less time reading paper
magazines and listening to the radio. As the trend for cultural icons to go
digital, so must our marketing plans.
Television
Advertising
It used to
be common to advertise for our products on shows like Friends and Seinfeld
for our target audience, but even the face of television is changing. Young
adults are tuning into reality television shows for their entertainment.
Results from the focus group show that our target audience is most interested
in shows like American Idol,The Apprentice, and America's Next
Top Model. The only non-reality television show to be ranked in the top ten
most commonly watched shows by males and females 18-25 is Desperate
Housewives. At Blue Incorporated, we need to focus our advertising budget
on reality television shows and reduce the amount of advertising spent on other
programs.
By refocusing
our advertising efforts of our new line of clothing we will be able to maximize
the exposure of our product to our target market and therefore increase our
sales. Tapping into the trends of young adults will help us gain market share
and sales through effective advertising.
Attachments:
Focus Group Results, January- May 2007; Survey Findings, January - April 2007
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