Be a Brilliant Business Writer

Key Takeaways

1. Write with clarity and purpose: Organize content from most to least important

Nobody actually wants to read what you have written.

Prioritize key information. Begin each document, email, or section with your main message or judgment. This approach ensures that even if readers only skim your content, they'll grasp the most crucial points. Use the "So what?" test to evaluate your opening lines and topic sentences: if readers can respond with "So what?" or "How is this relevant to me?", revise your content to make its importance clear.

Structure for impact. Organize supporting details in order of importance, from most to least significant. This structure allows readers to quickly access the most relevant information. For longer documents, consider using an Executive Summary to highlight key points, recommendations, and benefits. By presenting information in this way, you respect your readers' time and increase the likelihood that your message will be understood and acted upon.

2. Use visual strategies to enhance readability and impact

Business writing, unlike academic writing, is a visual art, and requires that you give readers visual access to your message—in both your email and your longer documents.

Leverage formatting tools. Use headings, subheadings, bullet points, and boldface to make your key points stand out. These visual cues help readers navigate your document and quickly locate important information. For complex data, consider using charts, tables, and graphs to present information more clearly and concisely than text alone.

Optimize for skimming. Most readers skim documents before (or instead of) reading them in full. Design your content with this behavior in mind:

• Use informative headings and subheadings
• Start paragraphs with topic sentences that convey the main idea
• Utilize bullet points for lists and key details
• Keep paragraphs short and focused
• Use white space effectively to break up dense text

By making your document visually appealing and easy to navigate, you increase the chances that your message will be read and understood.

3. Craft persuasive prose by focusing on client benefits

Focus on broad themes and material issues that matter to senior decision makers because they affect the quality of the transaction.

Highlight value proposition. When writing proposals, sales letters, or any client-facing document, focus on the specific benefits and outcomes you can deliver. Avoid generic statements about your company's capabilities; instead, demonstrate how your products or services will solve the client's problems or help them achieve their goals.

Tailor your message. Customize your content for each client or audience:

• Address their specific needs and challenges
• Use language and examples relevant to their industry
• Quantify benefits whenever possible (e.g., cost savings, time saved, increased revenue)
• Provide concrete examples of how you've helped similar clients

By framing your message in terms of client benefits, you increase your persuasive impact and differentiate yourself from competitors who focus solely on their own capabilities.

4. Embrace simplicity: Let your speech guide your writing choices

Never write anything you would not say directly to a reader's face.

Write like you speak. Avoid overly formal or complex language that you wouldn't use in conversation. This approach makes your writing more relatable and easier to understand. However, maintain a professional tone and avoid slang or overly casual expressions.

Choose clarity over complexity. Opt for simple, familiar words over jargon or unnecessarily complex terms. If you must use technical language, provide clear explanations or definitions. Remember that your goal is to communicate effectively, not to impress readers with your vocabulary.

• Use short sentences and paragraphs
• Avoid nominalizations (turning verbs into nouns)
• Eliminate redundant words and phrases
• Break down complex ideas into simpler components

By writing in a clear, conversational style, you make your content more accessible and engaging for your readers.

5. Strengthen your message with active voice and concise language

The active voice is the bedrock of clarity in the English language; it is more specific and clear because it identifies who is doing what.

Embrace active voice. Use active voice to make your writing more direct and engaging. Active voice clearly identifies who is performing the action, making your sentences more powerful and easier to understand. While passive voice has its place, overuse can make your writing feel weak and unclear.

Trim the fat. Eliminate unnecessary words and phrases that don't add value to your message. Aim for an average sentence length of 15-28 words, depending on the complexity of your subject matter. Be ruthless in cutting:

• Redundant information
• Unnecessary qualifiers (e.g., "very," "really")
• Empty phrases (e.g., "it is important to note that")
• Excessive details that don't support your main points

By using active voice and concise language, you create writing that is more impactful, easier to read, and more likely to hold your readers' attention.

6. Tailor your writing for senior management and technical audiences

Distinguish relevant from irrelevant details.

For senior management:

• Lead with key judgments and recommendations
• Focus on strategic implications and high-level insights
• Use executive summaries to provide quick overviews
• Provide clear, actionable next steps

For technical audiences:

• Begin with benefits and outcomes of technical solutions
• Define technical terms and avoid unnecessary jargon
• Use diagrams and visuals to illustrate complex concepts
• Organize content to serve both technical and non-technical readers

In both cases, prioritize clarity and relevance. Include only details that directly support your main points or help readers make informed decisions. By tailoring your approach to your audience, you increase the likelihood that your message will be understood and acted upon.

7. Master the art of conveying bad news and writing effective thank-you notes

Transform negative issues into opportunities to build customer satisfaction and loyalty.

Delivering bad news:

• Acknowledge the issue directly and take responsibility
• Focus on solutions and next steps
• Offer alternatives or compromises when possible
• Maintain a professional and empathetic tone

Writing thank-you notes:

• Be specific about what you're thanking the person for
• Mention how their actions or contributions made a difference
• Keep the note brief and sincere
• Send promptly to maximize impact

In both scenarios, the key is to be genuine, specific, and focused on maintaining positive relationships. Well-crafted messages in these situations can strengthen connections and demonstrate your professionalism.

8. Create compelling resumes and cover letters that stand out

Quantify your accomplishments—never just list your responsibilities or job duties.

For resumes:

• Tailor your resume to the specific job requirements
• Use a clear, professional format with plenty of white space
• Lead with a strong objective or summary statement
• Highlight quantifiable achievements and results
• Use action verbs to describe your experiences
• Keep it concise (1-2 pages maximum)

For cover letters:

• Address the hiring manager by name if possible
• Open with a strong statement about why you're the right fit
• Highlight 2-3 key qualifications that match the job requirements
• Provide specific examples of relevant achievements
• Close with a call to action and express enthusiasm for the role

Remember that your resume and cover letter are marketing documents designed to sell your skills and experiences. Focus on what makes you unique and how you can add value to the organization.

9. Harness the power of email while avoiding common pitfalls

Email is neither private nor ephemeral.

Best practices for effective emails:

• Use clear, specific subject lines
• Start with your main point or request
• Keep messages brief and focused on a single topic
• Use bullet points or numbered lists for multiple items
• Proofread carefully before sending

Avoid common email mistakes:

• Never send anything in anger or frustration
• Be cautious with humor or sarcasm, which can be misinterpreted
• Don't use email for sensitive or confidential information
• Avoid "reply all" unless necessary
• Double-check attachments and recipients before sending

Remember that emails create a permanent record. Always write as if your message could be forwarded to others or read in a public forum. By following these guidelines, you can use email effectively while protecting yourself and your organization.

10. Develop persuasive PowerPoint presentations that captivate your audience

PowerPoint is just a tool—which can be used for evil or for good.

Design principles for effective slides:

• Use a consistent, clean design with plenty of white space
• Limit text (aim for no more than 6 lines per slide)
• Use high-quality, relevant images and graphics
• Choose colors that enhance readability and match your brand

Content strategies:

• Start with a clear agenda or overview
• Use one main idea per slide
• Make slide titles informative and action-oriented
• Include supporting data, but avoid information overload
• End with a clear call to action or next steps

Remember that your slides should support your presentation, not be the presentation itself. Focus on creating visuals that enhance your spoken message and engage your audience. Practice your delivery to ensure a smooth, confident presentation that goes beyond simply reading your slides.

Last updated: July 25, 2024

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