HBR Guide to Better Business Writing

1. Craft clear, concise, and persuasive business writing

Writing clearly and persuasively requires neither magic nor luck. And it's not a genetic gift. It's a skill, to be sure–but one you can build with the help of the practical advice in this guide.

Separate writing and editing. To improve your business writing, focus on two distinct processes: writing and editing. When writing, aim for speed and productivity. Set tight deadlines for yourself, even if artificial, to force rapid idea generation. Don't worry about perfection in the first draft; instead, flag problematic areas for later revision.

Revise strategically. During the editing phase, take a systematic approach:

• Use spell-checkers and grammar tools
• Search for common mistakes you tend to make
• Read your work aloud to catch awkward phrasing
• Consider printing your document for a fresh perspective

By separating these processes, you'll build confidence in your ability to generate ideas quickly and refine them effectively, leading to more efficient and persuasive business writing.

2. Win over readers by addressing their needs and expectations

Business readers are content driven, time pressed, and in search of solutions.

Understand your audience. Business readers prioritize relevance, utility, and efficiency. To capture their attention:

• Begin with a clear statement of why they should read your document
• Highlight key points at the top
• Organize content logically for easy comprehension

Structure your introduction. Use Barbara Minto's Pyramid Principle to craft effective introductions:

1. Situation: Briefly describe the current business context
2. Complication: Identify the problem or challenge
3. Question: Pose the central question (explicitly or implicitly)
4. Answer: Provide your solution or recommendation

This structure quickly orients readers and demonstrates the value of your communication, increasing the likelihood they'll engage with the rest of your content.

3. Create compelling executive summaries to sell your proposals

The executive summary lays out the business case.

Focus on outcomes. An effective executive summary should:

• Demonstrate a clear understanding of the client's needs
• Highlight the ROI or measurable impact of your solution
• Be concise yet comprehensive (1-2 pages for a 25-page proposal)

Structure for impact. Organize your executive summary to:

1. Establish the need or problem
2. Recommend a solution and explain its value
3. Differentiate your company or approach

Use formatting techniques like bullets and headings to improve readability. Remember to mention the client's name more frequently than your own company's name to maintain a customer-centric focus.

4. Develop client-centered proposals that stand out

A good proposal specifically addresses a prospect's needs. A poor proposal discusses only your credentials.

Adopt the customer's perspective. To create winning proposals:

• Research thoroughly to understand the client's needs and decision criteria
• Clarify expectations through prospect meetings whenever possible
• Personalize content, avoiding boilerplate language
• Emphasize specific benefits and value over general capabilities

Follow a disciplined process. Implement a systematic approach to proposal writing:

1. Conduct thorough research and analysis
2. Clearly assign responsibilities and deadlines to team members
3. Write with clarity and precision, backing claims with evidence
4. Use graphics to explain complex processes or comparisons
5. Keep proposals concise, focusing on the most relevant information

Remember, proposals are often judged on the effectiveness of the writing itself, so pay attention to style and clarity throughout the document.

5. Write effective emails that get read and acted upon

The subject line is the only thing you're sure recipients will read.

Craft compelling subject lines. Make your subject lines specific and action-oriented. For example, use "Revised Contract for Your Review" instead of "Project Update."

Structure for readability. To improve email effectiveness:

• Stay on topic: Focus on one main point per email
• Provide context: Ensure readers understand the importance of your message
• Be concise: Keep messages short, especially for mobile readers
• Use formatting: Employ bolded headings, bullet points, and numbered lists
• Be sensitive to language and cultural differences

Set the right tone. Match your writing style to your audience and the situation. Avoid overly formal language that can sound condescending, but also be cautious with casual language that might be seen as unprofessional.

6. Strike the right tone in your business communications

Your tone determines whether readers are turned on or put off by your message, whether they laugh with you or at you.

Balance energy and formality. Consider two key factors when determining tone:

1. Energy level: How "hot" or "cool" should your message be?
2. Degree of formality: How casual or formal should your language be?

The right balance depends on your audience, the situation, and your company culture. For example:

• A start-up might use more informal, energetic language
• A traditional corporation might prefer a cooler, more formal tone

Test and refine. Ask trusted colleagues to review your writing and provide feedback on tone. This can help you avoid unintended interpretations and ensure your message resonates with your intended audience.

7. Trim your writing without losing meaning or impact

You don't have to demonstrate your knowledge of grammar rules. Just choose words and phrases that are easier to handle.

Simplify structure. To reduce length without sacrificing meaning:

• Cut unnecessary introductions and background information
• Focus on specifics rather than generalities
• Use formatting (headings, tables, diagrams) to convey information efficiently

Combine and cut. Look for opportunities to merge sentences and eliminate redundancies. For example:

• Original: "This presentation examines the benefits of outsourcing. It is my recommendation that we reduce overhead by outsourcing noncore processes such as customer service, fulfillment, and other support functions."
• Revised: "We should reduce overhead by outsourcing such noncore support functions as customer service and fulfillment."

Downshift tone. Adopting a less formal tone can lead to shorter, clearer writing. Consider using contractions and speaking directly to your audience with personal pronouns like "you."

8. Simplify complex grammar rules for more efficient writing

Poor writing sends a bad message to readers, but you don't have time to wrestle with all the complexities of grammar and usage.

Avoid grammar quagmires. Instead of struggling with complex grammar rules, rewrite sentences to sidestep potential issues. For example:

• Instead of debating between "she" and "her," use the person's name
• Rephrase sentences to avoid tricky subject-verb agreement issues
• When in doubt about plurals like "data," reword the sentence

Focus on clarity. Prioritize clear communication over demonstrating grammatical expertise. If you're unsure about a rule:

• Rewrite the sentence using simpler constructions
• Choose words and phrases that are easier to handle
• Use active voice to improve clarity and reduce wordiness

By simplifying your approach to grammar, you can write more confidently and efficiently, focusing on delivering your message effectively rather than getting bogged down in technical details.

Last updated: August 30, 2024