Write Powerfully

Wordy writing is weak writing. You should keep your business writing short and simple. Use small words, not big ones. Keep paragraphs and sentences short. Whenever you can, logically break a long paragraph into two shorter ones.

For manuals and longer letters, break the writing into short sections, each with a descriptive subhead, and limit each section to one topic, theme or idea. Sentences, paragraphs, and chapters that express one idea are easiest to understand; one of the most common writing mistakes is to cram too many thoughts into a single sentence or paragraph.

Most times, your writing needs to do more than just communicate information. You must also face the challenge of changing or reinforcing people’s attitudes and motivating them to act.

To get readers into your copy:

• Use an attention-getting lead sentence that entices people to keep reading. One way: Promise readers they’ll learn more if they continue. Example:
  
  “This report shows you how your department can boost productivity by 40 percent.”
  
  
• Write with a conversational tone. Use the words “I,” “you” and “your” often. Result: By making readers feel they’re in a conversation, you’ll attract and hold their attention.
• Add personal touches that show readers they’re important. Examples:
  
  Hand address envelopes you’re mailing, mention the person’s name your writing to in the text, or hand write a postscript.

Make the copy easy to read:

• Make the copy large enough so everyone can read it easily. Help the message stand out by using at least 12-point type with black ink on white or yellow paper or background.
• Use short words whenever you can. Why: People can read and understand them faster. Example:
  
  Say “needs,” not “requirements;” “help,” not “assistance;” and “show,” not “indicate.”
  
  
• Add a postscript. Research shows that postscripts are one of the most read parts of any letter.

Move your audience:

When you need to motivate people to act, try these suggestions:

• Stress rewards. Make the audience feel and see itself enjoying the benefits of your message.
• Also, mention the benefits early in your copy. The audience is more likely to read on when the text clearly offers rewards.
• Before you call your reader(s) to action, include a thought they must agree with. Don’t give them a reason to say “no.” Example:
  
  “Don’t you think we should offer communication training to improve our customer service?”

  Better:
  
  “It’s been shown that a disgruntled client will tell several people about the bad experience. This new communication training will prevent this from happening.”

Finally, tell readers what you want them to do. Select power verbs that command the audience to act. Example:

“Find out about the new computer system.” Or “Mark your calendar for January 15.”

Want more tips to improve your communication skills? Don’t forget to sign up for "Savvy Stuff" before you leave.