The Pyramid principle

Logic in writing and thinking

with a dash of etiquette

Agenda
1.What it takes to communicate on behalf of a company
2.The Pyramid Principle
3.Examples
4.What else
5.More Examples

Are you prepared to be the

spokesperson for a business?
As a communicator for a company, you are responsible for
the brand
You are responsible for peoples reaction to the brand
It is vital that you fully understand the business before you
begin.
Follow the company strategy 100%
Communicate with authority, not arrogance
Communicate value & be authentic
Engage and be available for comment
Write English not TEXT language
Limit your use of exclamations and capital letters
Think about what your audience wants to hear before you
start writing.

The Pyramid Principle

The Minto Pyramid Principle says that your thinking will
be easy for a reader to grasp if you present the ideas
organised as a pyramid under a single point.
But that point must be directed toward answering a
question existing in your readers mind,
and your ideas must in turn obey a limited number of
logical rules.
The trick is to make sure your thinking fits that form
before you begin to write.

 The Minto Pyramid Principle concentrates on the

thinking process that should precede writing.
It explains how to identify your readers question the
purpose of the document and then how to work down
the pyramid,
The result is a clear, concise message grasped quickly
by the reader, leading to action
Fast-tracking ideas in this way tends to enhance both
your work and your effectiveness in your organisation.

Pyramid Example
Barclays should launch
its new card in China.

Why?
Attractive
Market
Probank
climate

No
competiti
on

Why?
Will be
Profitable
Costs
low

Why?
Easy to
Implement

Revenue
Staff
Plan
high
available developed

Using the Pyramid Structure

Overall Argument

Sub-argument #1
Evidence

Evidence

Sub-argument #2
Evidence

Evidence

Sub-argument #3

Evidence

Evidence

Document Structure
Introduction
Situation
Complication
Question/Answer
Body
Next Steps
Something the readers will not question if they buy
your argument
Conclusion
Summary/Call to action/Emotion provocation

Creating an introduction
1.
2.
3.
4.
5.
6.

Draw a box and write down a subject.

Decide the question the reader wants answered.
Write down the answer.
Describe the situation without controversy.
Develop the complication--Answer so what.
Recheck the question and the answer.

So now we know how

But what do we say?

Strategy, Strategy, Strategy
What are the Businesss objectives?
What is the businesss revenue model
How can, what you are doing, add to this?
How will you measure your impact on the company?

So lets play.
1. Write down Subject: ME
2. What is the single most important thing you would
like me to know about you?
3. Why do you think I need to know this?
4. Is your message clear and concise?
5. Is it relevant to this forum?
6. What will this communication between us
achieve?

Lets take another

example.something more
business relevant

You are asked to write a blog post on the Grow Academy

website on the value of this bootcamp and why its
relevant to your life.
What do you say?

Questions?
You are welcome to contact me on
judith@duomarketing.co.za
021 683 8223

It is possible to learn & have fun at the same

time. The secret ingredients are passion &
commitment