Writing That Works Summary

"Good writing can mean the difference between yes and no, between action and inaction, between understanding and confusion." Ever wondered how to write effectively in the business world and drive results?

1: Keep Writing Simple and Clear

Simplifying your writing helps your audience understand your message quickly without losing nuance. Too often, writers complicate sentences or use jargon that alienates readers. Clear and straightforward language creates a bridge between author and audience.

Using shorter sentences, paragraphs, and common words helps your communication shine. For instance, replace "utilize" with "use" or "commence" with "start." Simplicity doesn’t compromise meaning – it enhances it. Instead of being overly formal, adopt a conversational tone reflective of how you’d naturally speak.

Specific and accurate communication further boosts your writing’s quality. Vagueness or exaggeration breeds distrust, while precision inspires confidence. Use direct statements and avoid technical jargon unless you're certain your audience understands it.

Examples

• The Wall Street Journal maintains readability by using no more than three sentences in introductory paragraphs.
• Write “now” instead of “at this current point in time” to reduce fluff.
• Replace “it is recommended” with “we recommend” to add energy and clarity.

2: Master Email and Letter Etiquette

People receive countless emails every day, making it harder to grab their attention. A catchy subject line is your gateway: it should be engaging and specific, prompting readers to open your email instead of ignoring it.

Tone plays a big role in both email and traditional letters. Emails should radiate positivity starting with the subject and ending with a thoughtful signoff. Meanwhile, letters need a professional introductory sentence and a clear structure framing your request or message.

Actionable details make your emails or letters more effective. Specify the desired action and include deadlines when necessary. Readers appreciate clarity, brevity, and politeness in business communication.

Examples

• Use an email subject like “Are your customers happy?” to spark interest immediately.
• Handwrite salutations in snail mail for a personal touch, starting with something like, “James Brown has informed us of concerns in HR.”
• Conclude letters with a direct and specific call to action, such as “Please respond by June 8th.”

3: Engaging Presentations and Speeches

No one listens unless your message has inherent value. Every presentation should begin with a theme that resonates – ideally, something simple that sticks, like “triple your revenue.” Clarity in structure ensures your audience stays on track.

Memorable content keeps people engaged. Rather than labeling slides with boring titles, opt for compelling headings. For example, instead of “pricing trends,” choose “price competition is increasing.” Pepper your presentation with questions that spark curiosity and use creative content such as customer testimonials or infographics.

Finish with a bang by circling back to your central theme. Whether it’s through a story, a meaningful image, or even a symbolic gift, leave a lasting impression that connects to your message.

Examples

• Center the theme "Increase efficiency by 20%" on every slide to focus your audience.
• Microsoft’s Bill Gates once released mosquitoes during a malaria talk to emphasize his point.
• A closing slide with an empowering image, like a climb to the peak, reinforces your central theme.

4: Persuasive Plans and Reports

Plans and reports should inspire action. Organize them through a logical pyramid structure, starting with a clear purpose statement and breaking it into subgoals supported by evidence. Context matters; tie facts to your argument instead of presenting isolated data points.

A successful plan ends with actionable recommendations. These should contain specific steps with reasonings that point to your overarching goals. Reports, on the other hand, need flexibility in their structure – you can start with recommendations or build toward them.

An appendix housing graphs and data makes your document digestible yet thorough. Avoid overwhelming your readers within the body of your text and let visuals enrich your argument.

Examples

• "To acquire growing franchises" is a solid purpose statement for a business plan.
• Clearly state subgoals, such as "research six profitable locations" for franchise expansion.
• Craft reports with purpose-driven introductions, like "This report analyzes Tokyo franchise profitability."

5: Writing to Sell and Secure Funding

Persuasion is key when proposing ideas or seeking financial support. Start by stating what you want clearly and concisely upfront. Your reasoning comes afterward, ensuring your reader knows where you’re heading.

Contextual and relevant background information boosts credibility. Demonstrating past expertise, such as analyzing costs, convinces readers of your competence. Lay out benefits for the audience, tied directly to your proposal’s goals.

Use emotion to create urgency, particularly when requesting funding. Show what’s at stake without the funding. Include real-world examples illustrating positive impact to resonate with decision-makers.

Examples

• A consulting firm showcased visits to botanical gardens and financial analysis to secure environmental program adoption.
• Use benefits-based goals like “Achieving a high ROI” to persuade investors.
• Open funding requests with emotional appeals, like sharing a beneficiary’s story.

6: Tap into Snail Mail for Marketing

Even in a digital age, direct mail marketing holds power when done right. Focus on creating bold, curiosity-piquing envelopes that encourage recipients to resist throwing your letter immediately into the trash.

The content needs to offer something valuable, like discounts or free trials. Intrigue readers from the start with leads such as “The American Express card is not for everyone.” A strong P.S. section can also prompt immediate action, such as limited-time opportunities.

For tailored fundraising appeals, inject passion and connect emotionally. Build genuine relationships, send timely updates, and offer specific donation ranges to encourage repeat contributions.

Examples

• Write “Exclusive: Unlock your 60-day free trial inside!” on the envelope.
• Start a fundraising letter with emotional appeals like “Dear potential victim of a handgun.”
• Provide project updates and pins to foster donor loyalty.

7: Write Job Applications that Shine

A well-crafted resume and cover letter can open doors. Your resume should begin with a bold summary showcasing your expertise in a few key phrases. Jobs should be listed chronologically with relevant, impactful achievements highlighted.

Address cover letters to named individuals and dive straight into why you’re writing. Avoid clichés and excessive flattery. Instead, let your professionalism and qualifications speak for you, all within half a page. Always follow up with a personalized thank-you note to leave a lasting impression.

Examples

• Start a resume with “12 years of managing sales teams and exceeding quotas.”
• Write “Dear Ms. Jones” for personalization instead of generic greetings.
• Include “I am writing to apply for the data analyst position” in your intro.

8: Edit for Precision and Flow

Editing trims down unnecessary fluff, creating a more compelling result. Beyond cutting redundant words, consider the structure. Rearrange sections logically if certain ideas flow better elsewhere.

Fact-check thoroughly to maintain your credibility. Even small mistakes can undermine trust. A fresh set of eyes reveals hidden errors, as can stepping away from your draft for a day or two before revisiting.

Finally, formatting ensures readability. Headlines, bullet points, and subheadings direct attention effectively, while short paragraphs spaced neatly enhance engagement.

Examples

• Mark Twain suggested eliminating a third of words to inject vitality.
• Replace “currently at this time” with “now” to streamline writing.
• Bold and center headers like “Introduction: Why This Report Matters” for emphasis.

9: Write with the Reader in Mind

Strong writing begins with empathy. Consider what your audience needs, whether it’s information clarity, respect for their time, or content relevancy. Address desires, fears, and questions directly in your communication.

Craft sentences as solutions to their unspoken problems, giving value with every line. By maintaining attention to tone, consistency, and purpose, you enhance trust and effectiveness.

Lastly, gendered pronouns matter. Switching between he/she or using neutral plural forms avoids exclusionary language. Small adjustments ensure inclusivity without sacrificing readability.

Examples

• Address your audience's question with subject lines like “Are our warranty terms fair?”
• Frame donation letters as problem-solvers for societal issues.
• Replace “he” with “they” or “writers hope that THEY leave legacies.”

Takeaways

1. Eliminate unnecessary words and focus on clarity. Simplify complex phrases and avoid jargon when possible.
2. Use formatting tools like bullet points, subheadings, and spacing to improve readability in any document you write.
3. In emails, letters, and pitches, get to the point early and always outline the next actionable step for your recipient.