Quick Tips
Define your objective, and target the writing to your audience.
Make your sentences active rather than passive.
Use headings and bullets to break writing into small chunks.
Keep your writing simple and specific.
Use an informal style whenever possible.
Writing With Impact
Business writing shouldn’t be boring or stuffy, especially if the writing is meant to bring in more projects or clients. Whether it’s a website, a proposal or a marketing email, most business writing doesn’t need to follow the same rules that apply to a college thesis or a legal document. Your writing has a very different purpose and a totally different audience. Let’s turn that tedious draft into an interesting, compelling finished product!
Also check out the How-To article Overcoming Writer’s Phobia
Define your objective
Business people write to accomplish a goal: selling, persuading, solving, explaining, etc. This means your first task is to determine what your writing should accomplish. The next step is to figure out the most effective way to deliver your message clearly and succinctly.
Write for your audience
Audience? That’s right, you have an audience, whether you’re writing a letter to only one person or writing a blog post for thousands of readers. Readers tune out when faced with text that’s overwhelming, irrelevant or just plain boring. Instead, try to anticipate what the reader might want to know. Rather than telling your clients why your company is great, tell them what benefits you can offer them. Use familiar terms they can relate to and avoid technical jargon.
Checklist for effective writing
Effective business writing should be:
Clear & concise
Look at what you’ve written. Read it aloud to hear how it will sound to the reader. Does your point seem clear? Is there any “fluff” you can eliminate? Keep sentences short; a good rule of thumb is 16 words or fewer.
Easy to read
Use headings to grab the reader’s attention. Divide the text into bite-sized pieces. Use bullets with short phrases to highlight important points.
Easy to follow
Does the document have a coherent theme with a logical sequence of thoughts? Some documents (letters, reports, etc.) should have an introduction, a body and a conclusion (or summary).
Geared to your specific reader
Will readers understand your writing and get your point? Is the tone appropriate? Have you explained any unfamiliar terminology? Is it compelling?
Tips to maximize impact
1. Make it active
Make sentences active rather than passive. This is the most effective way to liven up boring text.
Active (exciting): Six workers staged a protest and hurled bricks at the police officers.
Passive (boring): A protest was staged by six workers and bricks were thrown at the police officers.
2. Use a less formal tone
Use an informal tone and real words, but keep it professional. Read your sentences out loud. If you can’t imagine yourself actually saying the sentence to someone, then it’s probably too formal. This doesn’t mean you should write exactly the way you speak, but do cut out the stuffiness and the antiquated phrases.
Informal (and refreshing): As we discussed, I’m attaching a copy of the proposal for you to look over.
Formal (and rather silly): Per our conversation, attached please find a copy of the proposal for your perusal. Huh?
3. Be specific rather than vague
Specific: The marketing department will use the money to buy a computer and graphic design software for the new intern.
Vague (and passive): The money will be used by the marketing department.
4. Use simple language
Have you ever attempted to read an insurance policy or a legal contract? Nobody wants to read them because the language is so ridiculously complicated. Even if your business is insurance or legal services, your marketing copy and correspondence can be simpler and more appealing. The rest of us can lose the complexity altogether.
Simple: The criminal escaped from the jail.
Needlessly complex: The individual that perpetrated the incident escaped from the incarceration facility.
5. Don’t be afraid of “we” and “I”
Personal pronouns make your documents seem more personal and more convincing, and are acceptable in most business writing. Just remember to keep your audience in mind. It’s also okay to use contractions like “you’re” and “don’t.”
6. Check spelling and grammar
Misspellings and poor grammar can make you and your company seem unprofessional. Use a spelling and grammar checker, or have someone proofread.
—by Eve Wyatt: web, writing and design for small businesses
Also check out the How-To articles Business Letters…Before and After and Overcoming Writer’s Phobia