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How well does your company communicate with its customers and the public? The answer depends largely on the quality of your writing.
Unfortunately, good business writing is in serious danger of extinction. Many would argue, in fact, that this skill has already gone the way of the dodo bird.
Gerald Powers has taught corporate writing seminars for 30 years. Here's how he describes the quality of business writing today: "Terrible. Poor. Lousy. Too verbose. Too long to get to the point. Prose that's cold and unfriendly."
Those were some of his kinder words.
The fact is, any time you write something for public consumption — whether it's a sales letter, copy for your website or a press release going out to a dozen newspapers — you're putting your company's reputation on the line. And subpar writing won't help your standing.
Here are a few basic principles that will help inject professionalism into all your written communications.
Put a Priority on Audience and Organization
The first question to ask before writing anything is, "Who's my audience?" Questions like these naturally follow:
- What information does my audience need?
- How can I give my audience this information in an easily digestible form?
- What motivates my audience to action?
How you answer these questions should have a major impact on how and what you write. For example, suppose your audience for a letter consists largely of fellow engineers. The tone you take, the jargon you use and the information you include would be far different than if you were writing to your customers.
Once you've identified your audience, take the time to organize your thoughts. Depending on the complexity of the piece, sketching out a brief outline can be a big help.
Given the daily time pressures of business, you might not think you have the luxury to construct an outline. But once your thoughts are organized, the process of writing becomes much easier and faster. Plus, you'll end up with a better final product.
A Simple Rule
If you're looking for one rule to live by in all your business writing, it's this: Write simply.
A first step is to use short words that people understand. Many writers tend to use longer words in the hope that these words will make their writing seem more impressive. Wrong.
The reality is that long words that send readers scurrying for their dictionaries impede understanding. You're much better off using short, direct words. So don't write "acknowledgement" when you mean "reply," "implement" instead of "do," or "deliberate" rather than "think."
As George Orwell, a keen observer of the English language (and author of 1984) wrote, "Never use a long word where a short one will do."
Next, write short sentences and short paragraphs. Sentences with 30 or more words are hard to follow. The same goes for paragraphs that drag on and on down the page. A good rule of thumb is to keep sentences to an average of about 15 words. So bear in mind this suggestion: "The period is your friend. Use it often."
As for paragraphs, don't be afraid to tap the "Enter" button on your keyboard. Limit each paragraph to one brief topic. Once you've addressed that topic, move on to the next paragraph and a new topic.
The Dangerous Allure of That "Send" Button
The average business environment doesn't exactly encourage careful writing. Daily time pressures are one factor. Another is the growth of email. After all, who wants to take the time to achieve writing perfection when you can just hit that tantalizing "Send" button?
Still, it's important to keep in mind two critical elements of writing: editing and rewriting. This means carefully reviewing your writing for errors — spelling, grammatical and otherwise. And remember; your spellcheck won't catch everything. For instance, it won't point out that you wrote "dead" when you meant to write "deed."
Meanwhile, always set aside some time for rewriting. After all, your first draft should never be your last draft. The process of rewriting forces you to refine your message and make your points more clearly.
Exercise Your Power
Understanding your audience. Organizing your thoughts. Writing simply. Editing and rewriting: These may seem like obvious recommendations.
Actually, they are obvious. However, many business writers don't incorporate these principles on a regular basis.
As an owner or executive, you have the power to make sure your company meets these standards. Good written communication, after all, is just one more way to stay ahead of your competition.
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