Introduction
In today's fast-paced business world, the ability to communicate effectively through writing is a crucial skill that can make or break your career. Kenneth Roman's book "Writing That Works" offers a comprehensive guide to mastering the art of business writing in all its forms. From crafting compelling emails and presentations to creating persuasive marketing materials and job applications, this book covers it all.
Roman's expertise in American business marketing shines through as he provides practical advice and actionable tips for improving your writing skills. Whether you're a seasoned professional or just starting your career, this book offers valuable insights that can help you climb the corporate ladder and achieve success in your field.
The Foundations of Effective Business Writing
Simplicity and Accuracy
The cornerstone of effective business writing lies in its simplicity and accuracy. Roman emphasizes the importance of keeping your writing concise, clear, and easy to understand. Here are some key points to remember:
Keep paragraphs short: Follow the example of the Wall Street Journal, which never publishes an opening paragraph longer than three sentences.
Use simple words: Replace longer, more complex words with shorter, simpler alternatives. For example, use "use" instead of "utilize."
Write naturally: Your writing should sound like you're speaking to someone. Avoid convoluted language and jargon unless you're sure your audience is familiar with it.
Be specific and accurate: Use concrete facts and figures instead of vague generalizations. For instance, instead of saying "our program drew more new students than ever before," say "student enrollment tripled to 210."
Use an active voice: Phrases like "we recommend" are more engaging than passive constructions like "it is recommended."
By focusing on these principles, you can dramatically improve the clarity and impact of your writing.
Mastering Email and Letter Writing
Crafting Effective Emails
In today's digital age, email has become the primary mode of business communication. To ensure your emails stand out in crowded inboxes, follow these tips:
Create attention-grabbing subject lines: Your subject line is your first (and sometimes only) chance to capture the reader's attention. Make it count!
Set the right tone: Use the subject line and sign-off to establish a positive tone for your message.
Be concise and relevant: Get to the point quickly and include only essential information. Try to cut your initial draft in half.
Follow proper etiquette: When asking for action, list only one recipient to avoid confusion about who's responsible.
Writing Impactful Paper Letters
Despite the prevalence of digital communication, there are still times when a physical letter is more appropriate. Here's how to make your letters stand out:
Handwrite your salutation for a personal touch.
Start with a direct and concise first sentence that acts as a title.
When making a request, state what you want, explain why, and express appreciation.
End with a clear call to action, specifying what you want the recipient to do and by when.
Choose an appropriate sign-off that matches your tone, such as "sincerely" for formal letters or "best wishes" for more casual correspondence.
Delivering Powerful Presentations and Speeches
Structuring Your Presentation
A well-structured presentation is key to conveying your message effectively. Here's how to organize your thoughts:
Develop a simple, memorable theme that appears on every slide.
Frame your message in a way that demonstrates value to your audience.
Use headlines for graphs and charts that foster understanding, rather than simple labels.
Engage your audience by asking questions and incorporating unexpected content.
End with a memorable note that brings your message full circle.
Crafting Compelling Speeches
When giving a speech, keep these additional points in mind:
Choose a captivating title that builds anticipation.
Engage with both the topic and the audience from the start.
Move quickly to your most important point.
Aim for a natural delivery by reading your draft aloud and editing until it sounds like ordinary speech.
Creating Effective Plans and Reports
Writing Action-Oriented Plans
The key to a successful plan is its ability to drive action. Here's how to structure your plan for maximum impact:
Use a pyramid-like argument that builds toward a recommendation.
Start with an overall purpose statement at the top.
Break the purpose into packages with individual goals.
Support each package with relevant facts.
Conclude with clear recommendations for next steps.
Crafting Informative Reports
When writing reports, follow these guidelines:
State the purpose clearly and interestingly at the beginning.
Use a flexible structure that's logical and easy to follow.
Include graphs and tables in an appendix at the end.
Selling Ideas and Securing Funding
Persuasive Writing Techniques
To sell your ideas effectively, consider these strategies:
State your recommendation upfront, followed by your reasoning.
Demonstrate your competence with relevant background information.
Highlight the benefits for the reader.
Create a list of goals that correspond to your recommended action.
Securing Funding
When asking for funding, be sure to:
Describe the amount you're requesting and how it will be spent in the first two paragraphs.
Use a logically structured argument with evidence-backed points.
Build a sense of urgency and illustrate the consequences of not receiving funding.
Grab attention with a compelling opening, such as a description of someone who would benefit from the funding.
Leveraging Direct Mail Marketing
Despite the rise of digital marketing, direct mail can still be an effective tool when used correctly. Here's how to make it work for you:
Start with a small sample of customers and avoid assumptions about what works.
Write your offer in bold text on the envelope to hint at valuable content inside.
Lead with an interesting piece of information to capture attention.
Use the P.S. section to highlight a limited-time offer that encourages immediate action.
For fundraising efforts:
Show passion and appeal to emotions in your letter.
Focus on securing new donors, as they're likely to donate again.
Maintain relationships by sending updates and small tokens of appreciation.
Suggest a fixed amount or range for donations upfront.
Frame your appeal as if it's tailored to the individual reader.
Crafting Winning Job Applications
Writing an Effective Resume
To make your resume stand out:
Start with a bold summary that integrates your skills, experience, and results.
List your previous jobs chronologically, including dates, locations, and scope of responsibilities.
Emphasize specific results and accomplishments.
Omit outdated, irrelevant, or insignificant information.
Creating a Compelling Cover Letter
Follow these tips for a strong cover letter:
Address the letter to a specific person by name.
Begin with a direct statement about why you're writing.
Cover your primary qualifications concisely.
Avoid flattery and keep the letter to about half a page.
End with your next step, including when you'll follow up.
Following Up
After speaking with a potential employer:
Send a follow-up letter that goes beyond a simple thank-you note.
Include something meaningful, relevant, or relatable to your conversation.
Editing and Formatting for Maximum Impact
Editing Your Work
To polish your writing:
Cut out anything that's not essential. Follow Mark Twain's advice and aim to cut one in every three words.
Check the order of your content and rearrange as needed.
Conduct a thorough fact check and review the strength of your argument.
Allow time between drafts and have someone else review your writing to catch overlooked mistakes.
Formatting for Readability
To make your document visually appealing and easy to read:
Use a centered, all-caps header to grab attention.
Break text into short paragraphs separated by line spaces.
Use italics for emphasis rather than underlining or colored text.
Use bullets, numbering, or lettering to break down information.
Incorporate subheadings, preferably numbered and in bold, with ample space above and below.
Final Thoughts
"Writing That Works" provides a comprehensive guide to effective business writing in all its forms. By following the principles and techniques outlined in this book, you can significantly improve your communication skills and enhance your professional success.
Remember that good business writing is about clarity, brevity, and attention-grabbing rhetoric. Whether you're composing a quick email or crafting a complex marketing campaign, always strive to communicate your point succinctly, consider your reader's perspective, and adhere to a tight structure.
As you apply these lessons to your own writing, keep in mind that practice makes perfect. Don't be afraid to experiment with different techniques and seek feedback from colleagues and mentors. With time and effort, you'll develop a writing style that's both effective and uniquely your own.
In today's fast-paced business world, where information overload is a constant challenge, the ability to communicate clearly and persuasively through writing is more valuable than ever. By mastering the skills presented in "Writing That Works," you'll be well-equipped to stand out from the crowd, convey your ideas with impact, and achieve your professional goals.
So, whether you're crafting your next important email, preparing a crucial presentation, or applying for your dream job, remember the lessons from this book. Keep your writing simple, accurate, and engaging. Tailor your approach to your audience and the specific context of your communication. And always take the time to edit and format your work for maximum impact.
With these tools at your disposal, you'll be well on your way to becoming a master of business communication, capable of writing your way to the top of your field. So go forth, write with confidence, and watch as your improved communication skills open new doors of opportunity in your professional life.