Crisp business writing essential

Posted Sep 24, 2009 5:28pm

We write constantly these days. Whether its emails, text messages or business documents, we are always communicating in the written form. It’s time consuming, sometimes a little stressful and always in a hurry.

It’s important to remember however, that while you’re under the pump to get something written, your market is just as hurried in reading it so clarity is key.

In this environment, communicating poorly will cost you money … an unclear form adds administration time, website content that doesn’t clearly spell out your business’ goals turns customers away and brochures written like a university text book send readers to sleep not to your cash register.

Articulating yourself in plain English is not as easy as it sounds … something I’m sure you’re aware of. You’re flat out, got a hundred things on your mind and are probably too close to your product or service to realise it’s marketable value.

So what are the key elements to keep in mind when writing for your business or organisation?

Determine your audience

Stay focused on who you are writing for; you are producing the document but for whom? The reader is king. Why would a consumer be interested in you? How old are they? What can your product or service do to improve their lives and meet their desired needs?

Business writing is supposed to achieve a particular result. Keep your reader in mind and stay on message regarding your business goals.

Define your purpose

Why are you producing this document in the first place? To make yourself feel good or to secure increased sales, votes or volunteers?

It helps to ask yourself these types of questions and bash out on scrap paper a sentence or two in response. Refer back to this as you write to ensure you remain focused and professional.

Plan and research before writing

Don’t just sit at your computer and start giving the keyboard what for.

Think strategically about what your reader wants and needs to know. Workshop this with staff or colleagues and write down key words and phrases that pop up. These are gems and will give your content a crisp feel while sticking to your business’ goals.

Now is not a bad time either to review business plans or other business documents as this will refresh you on the true purpose of your product or service.

Just get the words on the page

Get words on the page. This is not a time to be precious about how things look or sound. Avoid reviewing and editing material at this point, just get your ideas, key words etc on to paper.

Let the words chill for a bit

Something you write today might seem completely off message tomorrow when viewed through fresh eyes. Let your work sit for a period.

While you’re away you will be mulling ideas over in your mind and probably coming up with ways of writing material more clearly. Draft some notes of this and play around with them when you return to your work.

Edit, edit and edit some more

There is not a writer or author in the world that doesn’t spend longer on editing their work then actually writing it. Most often you only get one chance to communicate to consumers so make it work. Re-working a sentence here and there and cutting bits out will over time improve your material no end.

Different types of editing are also important for different genres. For example, I tell clients if they want to publish something on their website they should write it, sit on it for a while and then cut it in half … yep, that’s right 50% gone! The web is a quick medium so don’t make users think.

Stay focused

As you have probably picked up while reading this, the most important advice in writing is to stay focused. Stay focused on your business’ needs, on the needs and desires of your customers, on the specific message you want reader to take away.

In essence:
1. Put your reader first
2. Ensure your words reflect your aim and
3. Don’t over write.

If you’re struggling for time or aren’t sure how to approach your next writing task, drop me a line.

Happy writing,
Hobbsy