Case Study: 6

Suze Orman Preaches Financial Freedom in Simple Language*

Personal finance guru Suze Orman has a mission. She wants to change the way people think, act, and talk about money. One of the most widely read financial authorities of our time, she has written seven best-selling financial guidance books. But she is probably best known for her television programs including specials for PBS, the syndicated Financial Freedom Hour on QVC network, and an advice show on CNBC. She is also a columnist for Oprah Winfreys magazine, and for Yahoos personal finance site.

Ormans advice is largely for people who are drowning in debt. Sweetheart, she says to a caller, burn those credit cards! She delivers her gospel of financial freedom with an animated conviction and high-energy style that have become her hallmark. In her books and magazine articles, she speaks with the same assurance. Having talked to literally tens of thousands of people, I can say that what is good for America is not having credit card debt, not leasing a car, and not having mortgage debt. This is not good for a human being. Its just not!

Orman knows what it is like to be in debt. After graduating with a degree in sociology, she worked for seven years as a waitress at the Buttercup Bakery in Berkeley, California. With a $50,000 loan from her customers, she intended to finance her own restaurant. Because of bad advice from an investment firm, she lost her $50,000 within four months. However, she made it all up and then some after the firm hired her as its only female broker.

As a broker, she developed her financial planning skills and built a reputation for honesty and ethical advice. Her books and articles combine emotional and spiritual observations about money and how to avoid the financial problems that caused pain for her family as she was growing up. The Money Book for the Young, Fabulous, & Broke directs financial advice at young people early in their working lives.

She admits that her message is not new. Its not the material that I know, but how I communicate the material I know that sets me apart. Ormans advice is practical and cuts through much confusing, contradictory financial information. One of her greatest strengths is breaking complex ideas into easy to-understand segments. Like many great communicators, she knows her audience, shapes her message accordingly, and uses simple language.

Answer the following questions: (5M)

1. Whether one is writing a book, making a speech, or composing a business letter, why is it important to anticipate the audience for the message?(2M)
2. What does writing an effective financial help book have in common with writing an effective business message?(2M)
3. Why is it important to follow a writing process?(1M)