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This says that Bill wants Margaret to do something, and the others just to know what’s going on. If several people must do something, address the memo to all of them and make clear what each must do.

We prefer the full word “copies” to “cc,” an anachronistic abbreviation for “carbon copies.” And as an aside, we deplore the use of “blind” copies — copies sent behind the back of the addressee. As one executive puts it, “You can tell how political a person is by the number of blind copies he sends out.”

List names of those receiving copies alphabetically. If you list them in order of importance, you often run into complications. Is the head of manufacturing more important than the head of research? Who comes first among four assistant deans?

Such problems evaporate if you put all names in alphabetical order, except when that would be ludicrous. It would be ludicrous, for example, in a memo to the Human Resources director with copies to two assistants and the president, to list the president alphabetically among the assistants. Put the president’s name first; list the others alphabetically.

3. Make your structure obvious

Before you start to write, decide on structure. It will depend on the length, complexity, and nature of your subject. Any memo longer than half a page (or screen) requires a structure — and the structure should be apparent to your reader. Otherwise your memo will seem to ramble. Your reader will have a hard time remembering your points and how they hang together.

If what you want to say falls into conventional outline form — for instance, three main points, each supported by several examples, with a comment or two on each example — your outline will serve as your structure. A clear structure helps your reader to remember your points. It also makes your memo easy to refer to.

Some memos are actually complex reports or recommendations, running a half-dozen pages or more. In any such memo, start by outlining what you’re going to cover.

Here’s what is in the package:

4-page kickoff ad for the WSJ and FT

2-page follow-up ads

2 TV commercials

Media Plan, including role of Internet

Agency POV on what advertising will accomplish

Recommendation:

Recommend that we commit $10M (media and production) to launch the campaign in mid-September.

Need to commit to the media and begin production of television by July 26 in order to make mid-September launch.

Do you agree?

Please let us know your comments and approval to proceed by Monday July 26.

Or write a brief covering memo and attach your report or plan as a separate document. This works well for major papers.

One useful structure is often overlooked: a simple series of numbered points. It has many advantages.

It suits your purpose exactly when you wish to make several loosely related observations on a single subject.

It eliminates the need to write connectives. When you’re finished with one point, you plunge directly into the next.

It organizes your thoughts visually for your reader.

Your numbered sections can be as long or short as you wish. Some can be a single sentence, others two or more paragraphs. All that matters is that each number should indicate the start of a new and distinct thought.

Numbers make your memo easy to refer to.

4. End with a call to action

Say what you expect to happen as a result of your memo — exactly what must now be done, by whom, and by when. Be specific.

We need to move on the new products organization. I need your thoughts on candidates by end of business on Friday.

We need a new strategy for increasing attendance at the benefit before we send the invitation out.

If your memo replies to questions raised by somebody else, simply stop when you’re finished. Don’t waste your reader’s time with such homilies as “I hope this answers your questions.” Since it goes without saying that you hope you’ve answered them, go without saying it.

If your memo is a report, draw conclusions from what you saw or heard or found out. Specify how certain you feel about your conclusions.