Before You Hit "Send": The Role of Tone in Email

The Catevo Group

Lunch-n-Learn

Before You Hit ―Send‖
The Role Of Tone In e-Mail Correspondence

FIRST IN A SERIES

Lunch-n-Learn Writing Seminar | Writing Tone | 8.10.07

© 2007 THE CATEVO GROUP CONFIDENTIAL NOT FOR DUPLICATION OR DISTRIBUTION 1

Today’s Agenda

 Session Rationale/Learning Objectives
 Where Tone Fits
 A Few Facts
 Tone At Work: Examples
 Takeaway Lessons



Session Rationale

1. Help Keep Toby and Joseph From Getting Fired
2. Provide Participants With A Fresh Perspective On
Tone (The Old ―It’s Not What You Say As Much As
How You Say It. And When. And To Whom. And
Why. And How It Can Be Misinterpreted. And . . .
Well, You Get The Idea‖)



Where Tone Fits

1. Think Of It As Non-Verbal Communication
2. Think Of It As Your Mom’s Voice
3. Think Of It As Your First Breakup
4. Think Of It As Really, Really Important



A Few Facts

Fact #1
Every receiver views the world through his/her own lens
(just because you write it a certain way that sounds right
to you doesn’t necessarily mean it’s received that same
way)



A Few Facts

Fact #2
All communication happens in a communication climate
and is received independently of your personal climate
(viz., put yourself in your receiver’s world . . . and then
craft your message accordingly)



A Few Facts

Fact #3
People will remember the tone of what you wrote far more
vividly — and longer — than the content (so pay special
attention to substance and style)



A Few Facts

Fact #4
Communication is, by its very nature, a reciprocal
partnership — both sides need each other (your goal is to
get something, so don’t let poor or inappropriate tone get
in the way)



Tone At Work: Examples

What was written: If you don’t approve the attached by 1:00
p.m. today, we’re going to miss our production deadline.

What was received: Hey, idiot, we’re going to miss the
deadline and it’s all your fault.
What could’ve been written: Please be advised that
today’s 1:00 p.m. deadline is particularly critical; without
hearing your feedback by then, we’ll be in jeopardy of
losing the production slot the printer is holding for us.
Thanks!




What was written: When will you get back to us with your
feedback?
What was received: Hey, troglodyte, we know you don’t
have anything else to do, so how about making this a
priority?
What could’ve been written: Our team is in standby mode,
and we’ll look forward to hearing your feedback. If we’re
unlikely to hear back from you by [TIME], just let us know
so that we can adjust our team’s schedules accordingly. If
you have any questions, please don’t hesitate to call.
Thanks again for your help!



What was written: That’s not what we discussed in our
meeting.
What was received: Hey, dufus, I know you don’t take
notes and have the attention span of a May Fly, so let me
set the record straight.
What could’ve been written: In taking a look at my notes
and reviewing our past conference reports, I’ve come to a
different conclusion. Would you have a few minutes for us
to get together and figure this out? Thanks!




What was written: Catevo instructed [INSERT FAVORITE
CLIENT HERE] that they needed to translate the
documents into English and send them to us by tomorrow.
What was received: Catevo may be your hired help, but
that doesn’t mean we have to act like it. We told you what
to do in the meeting and we expect you to do it.
What could’ve been written: [CLIENT] agreed to provide
English translations of the documents to Catevo by Friday,
August 10, if possible.




What was written: Roger told Fred that he and his company need to
take responsibility for the accident and talk to reporters or he would
cause negative news stories by being evasive.
What was received: Yo, Fred. This is Roger. Yeah, I hate business-
speak, too. Look, if you don’t ignore your lawyers and act like a man
(for a change), it’s gonna be your fault when the N&O crucifies your
company. And don’t friggin’ ask for us to fix it when the excrement’s
hit the rotators, buddy.
What could’ve been written: The group concurred on the need to
explore the legal and public relations ramifications of assuming liability
for the accident. Catevo highlighted the potential negative media
coverage that could result if the Company elects not to grant
interviews during this critical period.



What was written: When can I have another headline?
What was received: We don’t care enough about you,
your work, or our marketing, to bother to tell you why we
didn’t like what you sent yesterday.
What could’ve been written: We received your headline
ideas, and after review, feel we need to investigate
(INSERT NEW DIRECTION HERE).




What was written: yep
What was received: I’m in a hurry. You’re bothering me.
And, by the way, you’re not worthy of a capital Y.
What could’ve been written: Yes. (FOLLOWED BY AN
ACTUAL ANSWER TO THE QUESTION THAT WAS
ASKED.)



Takeaway Lessons

Takeaway #1
Really, really, really think about what you want to say
– then write it.



Takeaway Lessons

Takeaway #2
Write for the eye first, but always let the ear (or your
gut) get final say.



Takeaway Lessons

Takeaway #3
Have someone else read behind you on particularly
important messages (especially those that go to clients).



Takeaway Lessons

Takeaway #4
Craft your message in a ―pass-along‖ manner (knowing
that people other than the recipient may ultimately receive
it).



Takeaway Lessons

Takeaway #5
Pick the right medium for the message (don’t do ―crucial
conversations‖ by e-mail; use phone conferences and
in-person meetings whenever possible).



Takeaway Lessons

Takeaway #6
Read your message aloud and consider all the ways it
could be misinterpreted or misunderstood. Revise
accordingly.



Takeaway Lessons

Takeaway #7
Remember that tone goes beyond words. How much
time was taken, or not taken, on your message
demonstrates how much respect you have for the
recipient.



The Catevo Group

Lunch-n-Learn

Thank You



Before You Hit "Send": The Role of Tone in Email

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