6. PRIMACY/RECENCY
It is essential to know that, one week later, a business communication is remembered by one or both of two things:

• the power and memorability of its opening
• the power and memorability of its close

Psychologists call the effect of remembering the first few items presented as a 'Primacy Effect'. Similarly, they call the effect of remembering the last few items presented to you as a 'Recency Effect'.

Since individuals differ per which Effect is the most dominant for them, it is best to make an effort to have a powerful and memorable opening as well as a powerful close.

A powerful opening can be anything that captures the audience's attention:

• a quote,
• a joke,
• a loud noise,
• a preposterous statement.

Ensure that your opening remains consistent with and relates to the subject of the communication. Equally, a powerful close that bears no resemblance to the main body of the communication would just confuse and disappoint an audience brought up to expect something more.

The opening and closing of your business communication are the two most easily remembered and therefore essential elements. Make sure you give your audience something to remember.

THE READY WRITERS CONSULT can help you/your company develop a winning business document for your official needs. We can also train your staff on the nuances of effective business writing.

For more information, call any of our hotlines:

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