• Clearly. Use language that is easy to understand. Avoid vague terminology and, if possible, provide concrete examples. If necessary, write a couple of different drafts to avoid backtracking and longer-than-necessary explanations. Ask your readers to respond with questions if they need more clarification of your message.

• Consistently. Avoid sending mixed signals. When you do need to deliver two seemingly conflicting messages, do your best to explain the discrepancy. For example, "I know this seems to contradict our discussion last week about cutting costs, but this is an investment in our future growth that can't be delayed, because...."

• Convincingly. As a business leader or service giver, part of your responsibility is to increase peoples' willingness to act (as opposed to forcing their compliance). Your ability to persuade others is enhanced not only by what you say, but by the way you say it and the example you set on a daily basis. Be true to yourself first and your readers will follow you.

• Constantly. A good rule of thumb is to over-communicate. Important messages may need to be repeated a number of times and in different ways to get the point across.

• Co-operatively. The ability to convey ideas, knowledge and skills to others is essential if you're to be taken seriously and seen as an expert in your field. It is equally important to be an outstanding listener. Through active listening, you can gauge whether or not your message is getting through... and you stand to learn a great deal from it too. Again, use your newsletter as a sounding board to be sure your readers are on the same page. Let them know you're listening by responding appropriately.

This article was written by Barbara Saunders, owner of Newsletter Associates, a complete newsletter service helping small businesses grow client relationships. For more information, visit www.newsletterassociates.com. ©2005 Barbara Saunders. All right reserved.