The last skill many people want to learn about is business writing. It's seemingly just grammar and spelling and all that boring stuff, even though we devote many hours a day to writing emails, letters, and brochures. And, even though explaining technical concepts, making a sale, and staying on good terms with customers rely on written communications.
So, here is a quick guide to good business writing, my attempt to provide you with the least you need to know in order to write effectively.
Plan Before You Write
A. Don't take for granted the person to whom you are writing. Make a list of all the possible ways in which that person can respond to your communication. Include in this list responses you do not want. For example, as a result of what you write, your reader may decide never to do business with you again, or may phone your boss to complain about you, or may ignore your communication.
B. Think about who else could end up reading your communication. Your reader could show your letter to one of your competitors, or to other people at his or her company. It might be emailed to hundreds of strangers, or posted on some web newsgroup.
C. Decide what you want your reader to do about the situation. Do you want your reader to understand how to use your software; order something from your website; correct an error; be pleased at doing business with you?
D. Make a list of what to tell your reader in order to persuade him or her to respond in the best way. Use your own experience, common sense, or advice from your favorite management book.
Write Carefully
A. Use the right format. Format is the business suit of written communication. The look of the page creates a first impression and, like the clothes you wear, can help sell your message or undermine it. * A memo should have at the top of the page your reader's name (correctly spelled), the date, your name and a brief statement of the subject of your message. * A letter should have your company's logo, name, full address, phone and fax numbers, and email website printed on the letterhead. It should also have the full date and the full name and address of your reader. * Include your reader's name in the salutation (the "Dear" line). For some reason, many businesspeople put their reader's name in an "Attention" line after the address, then use as the salutation "Dear Sir." This practice makes no sense, and is not as personal as addressing your reader by name, especially when you know it.
B. Write like a human being. Use the same language you use when you talk (within the bounds of good taste, if you need such a reminder). Don't write in a style you wouldn't use when you talk.
C. Provide the context of what you will say. For example, give the number of the order you are referring to, as well as dates and amounts.
D. Tell your reader everything he or she needs to know in order to successfully deal with the situation, but do not tell your reader more than necessary. .
Review What You've Written And Write It Again
A. Check the grammar. The parts of grammar with which businesspeople have the most problems are: * Pronoun agreement: Make sure all pronouns (he, she, they, you) agree with the nouns to which they refer. * Subject-And-Verb Agreement: Make sure all verbs (those little action words, remember?) agree with their subjects (those words or phrases that describe who or what is acting). * Active Voice: This is really a matter of style rather than grammar, but write in the active voice unless you have a good reason to use passive voice. That is, make plain who or what did the action. Do not make it sound as if something happened without human intervention.
B. Try to read the communication from your reader's point of view and add, change, or delete information where appropriate. Ask yourself if the communication gives your reader enough information on which to act properly.
C. Check that the content is complete and reasonably self-contained. Make sure that you've provided enough background information and explained any new or unusual technical concepts. Don't forget to make sure that you haven't left out any steps!
Copyright (c) 2003 by Allen Brodsky
Allen Brodsky has more than 20 years of experience creating brochures, marketing materials, and user guides for AT&T, Campbell Soup, Bristol-Myers Squibb, and other corporations, entrepreneurs, professionals, and small businesses. His articles have appeared in major newspapers and national magazines. Learn how his copywriting services can help your business at http://www.BrodskyStudios.com.