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Strategic Business Writing: 5 Rules to Write Right

Guest post by: Fern Lebo

Article Overview: Writing for today's business reader is not difficult. It requires an understanding of the way people read and attention to the elements that motivate a positive response. This articles explains it all.

Strategic Business Writing: 5 Rules to Write Right

While everything about the way we do business has changed in the last decade, most business writers tend to write the way they always have. They use the language, the style and the tone they believe sounds business-like. The problem is, unless you are a new MBA grad, it is likely you are shamefully out of date--and writing the way you always have is bad for business. Rule 1: Use simple language

Of course you've heard that before, but you probably don't believe it. Not really. Yet it is a hard and fast rule--whether you are writing down, across or up. It is always true.

Perhaps you think you need big words to show your reader you are well educated. Or jargon to demonstrate your expertise. Or long words to sound impressive. You may be the most conversational person on the planet, but when it comes to clicking those keys, you become a whole other person--using self-conscious and condescending language--trying too hard to "make it sound good."

Consider this. When President Kennedy spoke his immortal lines, he did not say: Refuse to request methodologies from your nation for personal assistance. He simply said: Ask not what your country can do for you. When Dr. King gave his most famous speech, he did not say: I possess a reverie. He said: I have a dream. When Churchill spoke to his countrymen in their hour of peril, he did not say: We intend to engage the enemy in battle on the coastline. He said: We shall fight them on the beaches.

These were brilliant, articulate men who inspired generations and understood the value of simple, clear, conversational language. Be like the brilliant orators and do what they do. Use the shortest, crispest word you can find to get your message across.

Rule 2: Begin with the reader

If you want a positive response from your reader, start with your reader--not with you. Don't open with, "Company XYZ is proud to announce..." Who cares? Do not begin with an "I" statement when a "you" statement will make your reader sit up and pay attention. The truth is, there is nothing more important to me than me. And if you start with me, I will read on.

Rule 3: Write with warmth

Your letter or e-mail to a customer or client is a conversation. True, it is a one-way conversation, but it is a conversation nonetheless. A good conversation sounds like friends talking. It is warm, friendly and enthusiastic. Eliminate the cold and trite phrases that get in the way of good conversation--phrases like "pursuant to the abovementioned matter" and "as per our conversation" or "enclosed please find." Delete the jargon, the clichés and the market-speak that make you sound too distant and disinterested. Cut the excess business verbiage. Write with warmth and your reader will respond warmly.

Rule 4: Limit the content

Your readers need to know only what they need to know. Nothing more. As far as your reader is concerned, everything extra is garbage. If you truly think I might be interested in some additional detail, attach it--and tell me that's what you have done. Do not compel me to plod through pages of content just because you couldn't be bothered paying attention to my needs; I will appreciate your thoughtfulness.

Rule 5: Close with a call for action

A call for action tells the reader exactly what should happen next; it does not make the reader guess. "I hope the above has been helpful" is not at all helpful. Will you call me? Should I call you? Tell me what to do and I will do it. Tell me when I can expect to hear from you and I will wait. Amazing but true.

Writing for today's business reader is not difficult. It requires an understanding of the way people read and attention to the elements that motivate a positive response. And now you have it. Follow these five rules and write like a pro.

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Article Tags: business, proposal, reader, sales, sell, write, writing
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