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Visual Layout: Ensure Easy Access to Information
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Using a visual layout makes sense when you have long units of copy containing more than ve facts, statistics, or numbers For example, consider
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an annual report that asks readers to compare the past four quarters revenue gures within a paragraph of text No problem But now imagine being asked to compare the past twelve months revenue gures within a paragraph of text Impossible Instead of narrative text, use a bar chart to make the information easy to access and easy to understand The visual layout organizational structure is effective anytime you have a quantity of data that needs to be accessible The information can be presented as a graph, chart, table, diagram, schematic, matrix, list, or bulleted points You can use a visual layout in addition to or instead of narrative text Employee bene ts booklets and proposals are examples of materials for which a visual layout organizational structure works well
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Employee Bene ts Booklets Consider how easy it would be to locate the information you seek using Table 21 If you re a full-time employee wanting to compare your bene ts to those of part-time employees, you can simply scan the columns and note the differences
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Proposals I combined a visual layout organizational structure with a category organizational structure, said Chad, an engineer Our proposals have to reach two different kinds of people: Data Collectors, who have a technical background and want a lot of technical details; and Producers, who don t want the details but instead want a summary, bottom-line overview Using this format made a huge difference We won more contracts and nothing had changed except the addition of the visual layout organizational structure I ve always used a category organizational structure Now, on every page of the proposal I create an Executive Summary in a narrow column I use a bullet point to highlight an important bene t or a key statistic, for example The wider column is regular text (See Exhibit 21) This approach, segregating different kinds of content to target different groups of readers or to highlight different kinds of information, is a versatile strategy
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Table 21 Full-Time vs Part-Time Employee Bene ts Full-Time Employees Vacation weeks after 1 year s service weeks after 5 years service weeks after 8 years service Health Insurance Sick Days percent company paid paid days per year Part-Time Employees hours after 1 year s service hours after 5 years service hours after 8 years service percent company paid paid days per year, prorated days per year Paid as agreed upon between employees and their supervisors, prorated
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Bookend No: Convey Goodwill
Using the Bookend No organizational structure allows you to make bad news palatable It won t convert bad news into good news, nor will it make the recipient happy, but it is the best way to convey negative information The Bookend No organizational structure starts with a positive statement, leads into the negative news, and nishes with another positive statement Note that you can t fake it, ie, if you have nothing positive to say, you can t use this organizational structure It works well with letters and informal E-mails
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Executive Summary
Begin Each Section with a Heading Text running in the wider column using traditional paragraphs and headings allows for two different kinds of access: scanning and reading When the narrative text relates to the Executive Summary on the same page, it s easy for a reader who is simply scanning the summary to read text that is of interest and skip or skim the rest A Subheading Here Breaks Up the Text Readers who are interested in the details will be able to get the information they seek by reading the text positioned in the wider column Your text can run for as many pages as needed You should aim to have about the same number of bulleted points on each page, just as you should try to have roughly the same quantity of text on each page Another Heading Indicates a New Section The narrative continues on from one page to the next as it would in a traditional one-column proposal This layout allows readers to read just the information they choose
A statistic or key bene t here Another short point here A compelling testimonial here that may run for several lines but looks shorter because it s positioned in a narrow sidebar Another key bene t here The text about the bene t may run several lines
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