Business writing

Business writing consists of emails, reports, blog writing, tweets, articles about your business.

Effective business writing starts with understanding your customer, knowing what your customers are like. It should be easy to absorb. People today scan the articles fast.

Short sentences, common vocabulary and clear formatting make the content easily digestible.

Talk like a human, not a business.

Write in the first person. It feels personal and inviting. Use imperatives like "Get", "download", "join", as we speak in real life. Best way to test it is to read out loud. If it sounds natural or awkward it will probably sound the same to your readers.

Cut complexity.

We tend to use complex expressions out of habit. This often leaves the reader cold and confused. So use short familiar words and explain things in a way that everyone will understand.

Make your content glanceable.

Nowadays most of the content is viewed on a mobile screen. They are often distracted, busy. So you must catch the reader's attention and keep it.

Formatting is a good way to engage your readers. Use informative sub-headings, bullet points, diagrams, tables to steer your reader to important messages.

Short sentences/paragraphs help. Remember "one thought per sentence"

Get to the point.

Tell people what they need to know upfront. What's the most important thing to know? Say that first and build from there.

Human benefits, not product features

Rather than product features talk about benefits to the user.

eg - Apple iPod launch - "store 1000 songs in your pocket" was more effective than talking about its 5Gb storage, 1.8-inch drive.

Visualise your reader and write for them. 

Before you start writing, think about your audience. They are intelligent but not experts in the topic you are writing. Think about what they want from your email/ letter and write for them in a simple language. Even if you are mailing to 5000 customers think of the audience and write in simple words, short paragraphs and benefits to the user, Use plenty of subheadings, bullet points, diagrams and tables.