Smart Business Miami

Writing for your business

How to create effective business documents

by Jennifer Cumbee

When you write your own business materials, it can be difficult to overcome writer’s block or a fear of writing. The basic principals of business writing will help you to overcome those challenges, whether you are creating marketing materials, proposals, business plans, Web site copy, e-mails or even memos.

Formulate your message
What is your purpose? Make sure you’re aware of the goal of your document, and have a clear message. While preparing to write your materials, think about the reader’s point of view. By understanding reader’s interest, you can organize your thoughts clearly and concisely. Brainstorming also works well for randomly generating ideas. If you have a great idea, jot it down promptly so that you do not forget.

Strive for clarity
Make sure you have a clear message. Effective communication can be broken down into three goals: clarity, brevity and simplicity. Be brief, and convey your meaning with as few words as possible. Your writing should be free of ambiguity — clear words have only one meaning. Rid your writing of jargon, because simple writing displays a good effort.

Make your writing easy-to-follow
Your documents should be easy to read. Busy readers don’t have time to review reports, paperwork or marketing materials that are confusing or convoluted. Remember to use headlines and subheads, as they break the text into meaningful segments. Bulleted text and short paragraphs are also easier to read. Using white space eliminates the intimidation of long or wordy documents.

Also consider whether or not your communication is visually pleasing. Use letterhead and logos to present a pleasing and professional image. Visuals such as related charts, graphs and even photos can help break up your text and create an aesthetically pleasing document.

Use an active voice
Write in the active voice, rather than the passive voice. Many writers find that by making this simple change, their writing improves dramatically. An active voice maintains a direct and personal tone by using pronouns such as I, we or you. If you are stuck, write as if you are speaking to a friend or co-worker, and then try a question-and-answer format. You can always revise and edit the document later.

Review your work
Use correct grammar, spelling and punctuation, and be consistent. Such errors give your client, or potential client, the opportunity to question the competence of your business. Inattention to spelling and grammar may reflect your inattention to your clients. Written business communication always benefits from the input of others. Have someone you trust read your documents to gather opinions or look for mistakes. Be sure all edits are justified. Revisions should be better, not just different.

Writing is a learned skill. With a little patience and practice, and by following these basic principals, you will be successful. You can contribute significantly to your business’ success by developing strong writing skills. Spend a little time each day on your writing materials, and you will see an improvement. Remember, practice makes perfect.