Effective business writing is clear communication that your audience can easily understand and apply. By focusing on clarity in your writing, you enhance both effectiveness and accountability – creating a message with greater impact because your audience will know exactly what to expect or what to do next. Clear writing also demonstrates openness and transparency, building trust and credibility. This article offers practical writing tips that connect with your audience and deliver impactful results.
Understanding Audiences and Actions
The first step in clear writing is understanding who you are writing for. Here are common business writing audiences:
- Customers: Individuals or groups of people who use your services or products. Generally, they need information that compels them or helps them access and benefit from your offerings.
- Partners and Advocates (or Brand Influencers): These individuals support your mission and spread your word. Partners and advocates magnify your voice with the audiences that you want to reach.
- Internal Leaders: Decision-makers who prioritize, solve problems, and assess risks and benefits in line with organizational goals.
- Potential Customers and Advocates: Individuals who don’t know about you or your brand or who are considering working with you. They need a clear and compelling reason to learn more and take the next step.
To start, picture one of these groups and write directly with them in mind. Next, ask yourself: What is my desired outcome? Defining your goal helps you get started and stay focused. Here are some examples of common business writing goals.
- Communicate Goodwill, Good News, or Thank Someone – Use to address an occasion or success and communicate feelings and appreciation about the impact. This also helps shape future actions.
- Express or Respond to a Complaint – Communicate the issue and its impact, whether making a complaint or addressing one. Provide actionable next steps or requests to move forward toward a resolution.
- Deliver Bad News – This differs from a complaint. When sharing unwelcome information, be direct yet empathetic. Outline the situation, offer available options, and apologize if appropriate.
- Ask for a Decision - Outline the current state, problem, desired change, and outcome. Recommend a solution, explain why it’s the best option, and consider providing alternatives. Highlight the advantages of the proposed solution and recap the decision being sought. If undecided, present options with pros and cons.
- Compel Action – Encourage someone to take a specific action, provide information, attend a meeting, or follow a procedure. Be clear about what you need, why it’s important, and the next steps.
- Get Permission – When seeking approval, clearly outline your request, provide justification, and detail the next steps.
- Presenting Process Steps – Break down tasks into clear, actionable steps. Identify who is responsible for each step and specify the objectives. Walk through the steps (who, when, where, why, how) and state the expected outcome or product.
- Communicate a Decision - Clearly state the decision and who is impacted. Explain the benefits, including the problem addressed and anticipated outcomes. Address potential objections by discussing risks and how they’re mitigated. Outline the next steps, changes, and timeline.
- Presenting Controversial Issues - Acknowledge the controversy and its impact on stakeholders to show empathy. Outline perspectives and variables. Acknowledge the situation’s effect on involved parties, even if no action is planned, to show awareness and care.
Using Clear, Plain Language
Writing can feel intimidating, leading to overly formal language or technical jargon. This happens when writers struggle to simplify complex ideas, address nuanced topics, or define their audience. Here are the challenges and tips for mastering clear and plain language.
Key Writing Challenges:
- Complex Source Material: Simplifying detailed or nuanced information takes effort. Writing is often a “translation” task—breaking down complexities into digestible pieces.
- Avoiding Oversimplification: Nuances like dependencies and complications can seem too intricate to explain. The solution? Name and clarify these elements to provide actionable insights.
- Broad Audiences: Writing for “everyone” dilutes effectiveness. Focus on one audience first, then expand to include others.
- Ambiguity in Topics: Unclear roles, processes, or expectations lead to convoluted writing. Clarity starts with understanding.
Advantages of Clear Writing:
- Practical Focus: It forces you to answer critical questions (who, what, when, how, and why).
- Efficiency: Reduces follow-up questions, saving time for both writer and audience.
- Amplification: Helps others advocate for your ideas accurately.
- Faster Reviews: Streamlined content is easier to review and share.
- Engagement Through Stories: Stories, case studies, or examples clarify concepts and add relevance.
Actionable Tips:
- Storytelling: Share a narrative instead of just listing facts or procedures. Stories resonate and illustrate your points effectively.
- Brainstorm and Edit: Start with “stream of consciousness” writing, then refine for structure and clarity.
- Proofread: Carefully check for typos, grammar, and clarity.
- Generate Tips: Outline five key tips on your topic to create a framework for your writing.
The easiest way to start? Begin with a list, a story, or even random thoughts—just get something on the page. Writing doesn’t have to be perfect; it just has to begin.
Looking Beyond the Words
Making your document visually appealing – while aligning with organization standards - increases its readability and attractiveness. Here are some tips.
- Headings and Bullets. Write for skimmers, rather than readers. This means using headings, sub-headings, and bullets to organize and present small chunks of information.
- Short Paragraphs. Count the lines in each paragraph. If your paragraph is longer than eight lines, shorten or split it.
- Bullets. Bullets encourage parallel structure when presenting steps or lists and can be used to replace long strings of text.
- Clear, Active Voice. Edit for clarity and readability; use clear verbs and check for passive voice. Rigorously shorten phrases to be as simple as possible.
- Tables and Figures. Graphics list or present multiple variables across different entities, showing relationships and streamlining data.
- Use White Space. The space on your paper with nothing on it – between paragraphs, around graphics, at the end of short bullets – gives your reader space to process.
- Callouts. Short boxes with key phrases or short text are very helpful in pointing to key points. They can summarize the next steps or actions, highlight critical reference points, or provide supportive quotes.
- Style Guides - If your organization has preferred terms and formats (font, headings, bullets), use them.
Use templates and past examples, to give you a sense of how long letters, memos, and reports should be, and how they are organized in your organization.
