Good Business Writing

By Peggy Sealfon

The times they are a changin'. Do you remember diagramming sentences as a youngster in 7th Grade English class? Do you remember the emphasis on grammar and spelling? I'm convinced that more and more Internet usage has had an enormous influence on how we write and what's become acceptable. Sentence fragments, split infinitives, and starting sentences with "and" or "but" have become more commonplace. Many of the grammatical taboos drummed into our heads in early school days are no longer the guidelines for good communication in today's world. Now good business writing usually reflects how we talk - simple, direct, and conversational.

So let's examine what works and how to deliver business messages most effectively. First of all, consider a 1992 study that revealed that nearly one-half of the American population does not read well enough to find a single piece of information in a short publication. Even more astonishing is that three-quarters of the adults over age 60 find it hard to understand simple written information.

What does this mean for the business writer?

Today's successful business writer is more inclined to use short, simple phrases and plain English. No longer is vague, convoluted writing filled with complex phrases desirable or considered professional. Familiar words and short sentences are infinitely easier for readers to digest and comprehend. More importantly, such an approach is more likely to be read. Even print advertising benefits from fewer, shorter sentences than long paragraphs of explanations or information. How often have you received a business letter or brochure that was so wordy you immediately tossed it in the trash because you just didn't have the time to wade through it? Most people just don't take the time to read through all of the text. If you remember back to high school English classes, our teachers also taught us the organization of "stories" and how to begin with an attention-getting phrase - hook the reader, and deliver the punch at the end. In today's high-paced business world, your intended reader may not make it to the end. As a result, your message may completely lose its impact and end up undeliverable in the circular file. A more effective method is to begin with the main recommendation and then support the main point with appropriate data. As you compose your brochures or letters, it might be helpful to summarize your message in one sentence, then stop writing and think. If you are not clear in what you wish to say, you more than likely will not stay on track. Your rambling message will definitely not be heard.

Persuasive writing takes facts and interprets them to the reader's advantage. Simply revealing benefits to the reader will be far more attention-getting than tossing around highly complex language. For instance, Garden Grow Products in Tampa recently publicized their Ferti-Feeder, a new fertilizer injection device for home use. But the original brochures had complicated statements such as, "The device is a fertigator, designed to inject water-soluble fertilizer into irrigation systems for lawns, gardens, and greenhouses." A more powerful approach would be to hone in on the product's advantages for the home owner, the targeted customer. "The device injects water-soluble fertilizer into home sprinkler systems to give you healthier lawns and gardens with only once-a-week watering; a perfect solution for dealing with water restrictions. It is easy to install; saves time, money, and water." The latter talks more directly to the potential consumer and delivers specific, obvious benefits.

Try to stay away from using passive voice. Phrases such as "It has been determined that ..." show no direct human involvement. Customers tend to be turned off by companies that seem run by automatons. Try to inject real people into your writing. "My partner and I have determined ..." The company will seem much more personable and chances are the customer will be more likely to respond.

It's important to keep in mind who your audience is and to "speak" directly to them. What are their passions, their interests, the buzz words that will get their attention? What is their educational level, their socio-economic level? By picturing your audience, you will find it is easier to write more personal, more targeted letters and advertising brochures.

Generalities and abstract language do not make much of an impact on readers. For instance, a statement such as, "The quality of education is declining," would be too broad. But a statement such as, "The students in the freshman class at PRS High School do not have the math skills to balance a checkbook," is more specific and concrete.

Keep your writing succinct and to the point. Shorter is better than longer. Value the recipient's time.

Peggy Sealfon is president of Sealfon & Associates, Inc., Marketing & Advertising.