Writing That Works, 3rd Edition

1. Clear, concise writing is crucial for effective business communication

"If language is not correct, then what is said is not what is meant; If what is said is not what is meant, Then what ought to be done remains undone."

Clarity is key. In business writing, the goal is effective communication – writing that works. To achieve this, avoid mumbling in your writing. Get straight to the point and express your thoughts clearly and directly. Use simple, down-to-earth language instead of jargon or unnecessarily complex words.

Be precise and concise. Choose your words carefully, favoring short words over long ones when they mean the same thing. Use active verbs to add energy to your writing and make it more personal. Avoid vague adjectives and adverbs; instead, use specific, vivid language that paints a clear picture for your reader.

• Prefer short sentences and paragraphs
• Use simple words: "now" instead of "currently," "start" instead of "initiate"
• Choose active voice: "We recommend" instead of "It is recommended"
• Be specific: "Sales doubled to 560" instead of "Sales increased significantly"

2. Structure your writing to guide the reader and make your message memorable

"A clear structure helps your reader to remember your points. It also makes your memo easy to refer to."

Organize your thoughts. Before you start writing, create an outline of your major points. This will help you structure your writing in a logical, easy-to-follow manner. Use your outline to signal the major points for your reader, employing numbered and underlined section headings to guide them through your document.

Make your structure obvious. Start by telling the reader where you're going. For longer documents, provide an agenda or table of contents. Throughout your writing, refer back to this structure to keep your audience on track. End with a summary that recaps your main points and, if applicable, your conclusion or call to action.

• Use numbered and underlined headings for major sections
• Start with an overview or agenda for longer documents
• Employ topic sentences to introduce new ideas
• Conclude with a summary of key points and next steps

3. Tailor your writing style to the medium, whether it's email, memos, or presentations

"E-mail is faceless and voiceless. The mood of the sender cannot be communicated by the inflection of a voice as on the telephone."

Email etiquette. When writing emails, keep them short and to the point. Use clear, compelling subject lines to ensure your message gets read. Be mindful of tone, as email lacks the nuances of spoken communication. Consider using salutations and sign-offs to set the right tone and avoid misunderstandings.

Memo and letter best practices. For memos and letters, use a clear title and address them to the person who must take action. Make your structure obvious and end with a call to action. In business letters, get the name and address right, choose an appropriate salutation, and consider beginning with a title to identify the subject at a glance.

Effective presentations. When creating presentations, keep things simple and on target. Start with a specific, written objective and a strategy. Use an agenda to guide your audience, and focus on them rather than yourself. Use headlines instead of labels for your slides, and involve your audience through visual devices and unexpected elements.

• Emails: Short, clear subject lines; mindful of tone
• Memos: Clear title; addressed to action-taker; obvious structure
• Letters: Correct name/address; appropriate salutation; consider title
• Presentations: Simple; audience-focused; use headlines and visuals

4. Craft persuasive recommendations and proposals by focusing on benefits and specifics

"Unless you are able to sell your ideas, you might as well not have had them."

Think of it as selling. When writing recommendations or proposals, approach it as if you're selling your ideas. Marshal both logic and passion behind your facts. Anticipate your audience's reservations and address them head-on. Instill confidence that you've thought through potential pitfalls and are prepared to guide the venture to success.

Emphasize benefits and be specific. Clearly articulate the payoff or benefits of your recommendation. Use concrete examples, data points, and specifics to support your case. Avoid generalizations or vague statements. Show how your proposal meets the needs or criteria of the decision-makers.

• Start with a clear statement of purpose
• Use headings to lead people through your argument
• Recommend early – don't save your conclusion for the end
• Provide specific evidence to support your points
• Highlight the benefits of your recommendation

5. Master the art of writing effective sales and fundraising letters

"Direct mail was once 'pretty intrusive,' acknowledges Howard Draft. 'But now we're trying to understand what a customer's needs are and how to create an invitational approach.'"

Focus on the offer. In sales letters, the offer is what gets the action. Make sure it's right and stated clearly. Test different offers to see what works best. Consider using free gifts or premiums to enhance the power of your letter.

Start fast and keep it personal. Get to the point quickly in your opening sentence. Make your letter inviting to read by using visual devices like inset paragraphs, headings, and handwritten notes. Write in a personal, conversational tone as if you're talking to the reader.

For fundraising letters:

• Say thanks before asking for more

• Be specific about how much money you want

• Put your appeal in personal terms

• Create a sense of urgency

• Test different elements of your letters

• Use long letters if you have an attractive offer and relevant facts

• Make it easy to respond with clear next steps

• Build trust by being honest and delivering on promises

6. Create a compelling resume and cover letter to secure job interviews

"Nothing else you write can make so big a difference in your life as your application for a job."

Craft an impactful resume. Start with a summary of what you have to offer or your job objective. Keep it simple and stick to standard formats. Focus on relevant experience, skills, and accomplishments. Be specific about your achievements, using numbers and concrete examples where possible.

Write a persuasive cover letter. Think about the reader and what you can offer that will benefit them. Identify the job you're looking for clearly and early. Be specific and factual about your qualifications and accomplishments. Close with a specific next step, such as proposing to call for an interview.

Resume tips:

• One or two pages maximum
• Start with a summary or objective statement
• List jobs in reverse chronological order
• Highlight achievements, not just responsibilities

Cover letter tips:

• Address a specific individual
• Explain why you're interested in the position
• Highlight relevant skills and experiences
• Propose a specific next step

7. Embrace political correctness while maintaining clarity and authenticity

"Just do your best to be as considerate of the feelings of others in writing as you would be in person. That will take you a long way toward achieving the underlying purposes of political correctness while avoiding its excesses."

Balance sensitivity and clarity. Be aware of potentially offensive language, particularly regarding gender, race, ethnic origin, age, and sexual preference. However, avoid becoming hypersensitive to the point where your writing becomes awkward or unclear. Aim for a middle ground that respects diversity while maintaining effective communication.

Address gender-neutral language. When referring to both men and women, avoid defaulting to male pronouns. Instead, use strategies like pluralizing the subject, switching to second person, or occasionally alternating between "he" and "she." Be mindful of your audience and context when making these choices.

Strategies for inclusive language:

• Use current preferred terms for minority groups
• Avoid stereotypes and potentially offensive phrases
• Consider alternatives to gendered terms (e.g., "firefighter" instead of "fireman")
• When in doubt, err on the side of respect and consideration

8. Edit ruthlessly to enhance readability and impact

"It takes time to write well. People are wrong when they say there are only twenty-four hours in a day, observes management guru Peter Drucker — there are actually only two, perhaps three, that you can use productively, and the difference between busy executives and effective ones is how they use that time."

Invest time in editing. Effective writing often comes from thorough editing. Take the time to review and revise your work, focusing on clarity, concision, and impact. Be willing to cut unnecessary words, sentences, or even entire paragraphs if they don't contribute to your main message.

Focus on readability. Use tools like readability scores and proofreading software, but don't rely on them exclusively. Read your writing aloud to catch awkward phrasing or overly complex sentences. Consider having someone else review your work for clarity and impact.

Editing checklist:

• Eliminate unnecessary words and repetition
• Simplify complex sentences
• Ensure logical flow of ideas
• Check for consistency in tone and style
• Proofread for grammar, spelling, and punctuation errors
• Verify that your main points are clear and supported

Remember, the goal is to make your writing as clear, concise, and effective as possible. By investing time in thoughtful editing, you can significantly enhance the impact of your business communication.

Last updated: September 26, 2024