MIBS 1712(1): Business Communication

Lecture 10: Business Writing Style

1.0 Introduction
Business writing is any written communication used in a professional setting. It takes many forms each
suited to a specific purpose. All business writing must be clear and concise with simple, straightforward
language. In the business world, poorly written communication is unacceptable. Every letter,
memorandum, report, or announcement must be composed for maximum effect and to suit both the
purpose and the intended audience. It should be direct, clear, have a consistent style and designed to be
read quickly.
Every piece of written communication that leaves a company acts as a corporate ambassador. Improper
communication can cause confusion, may result in misleading information, or worse: legal consequences.
Excellent communication, however, can result in increased business, improved client relations and a
highly respected corporate image.
Good business writing shares crucial information and keeps the concerns of the audience in mind. So
before you write anything, ask yourself these questions:
 What is the purpose of the communication?
 How much detail is needed?
 For whom is the communication written?
 What is the best format to clearly convey a message?
 What action or outcome is expected?

2.0 The basics of business writing

In business, when you submit a piece of writing you hold yourself up to scrutiny. If your message is
unclear, if your grammar is weak, if your vocabulary is imprecise, you could be judged harshly. But if you
write concisely, clearly, and with sufficient creativity to make an impact, you will be considered a highly
valued asset to your company. 
Steps to achieve successful business writing
 Prepare: define purpose, audience, scope and medium
 Arrange: create order, structure, layout, design
 Draft: write first copy from outline
 Revise: add / delete information 
 Proofread: polish final copy

3.0 Some tips for successful business writing style

To write successfully you must have command of the following: 
 basic grammar
 precise vocabulary
 syntax (the arrangement of words to form a sentence) 
 sentence structure (the arrangement of sentence elements) 
 paragraph construction   
Once you’ve mastered the above areas, you can concentrate on creating compelling sentences and unified,
coherent paragraphs. 

3.1 Basic rules in all correspondences:

 Use plain English and avoid jargon.
 Vary the length of your sentences.
 Divide your written message into unified paragraphs.
 Keep each paragraph to a single topic.
 Introduce each paragraph with a strong topic sentence.
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 End each paragraph with a concluding thought.
 Use transitional words and phrases to unify sentences and paragraphs.
 Select the communication format that best suits your message.
 Use a professional tone at all times

4.0 When do Communications Fail?

 Your gender has been changed. You were addressed as Mr instead of Mrs or Miss.
 The structure of the document has been given little thought. It is all jumbled up.
 The purpose of the communication is not clearly stated.
 The document is written in a very formal style, full of long-winded jargon and technical terms.
 Important information has been omitted. You have to make a phone call for clarification.
 The tone is all wrong – maybe critical, condescending or intimidating.
 There are errors in spelling, punctuation and grammar

REMEMBER! REMEMBER!
Accurate KISS
Brief
Clear Keep It Short and Simple

5.0 Styles in Business Writing

There are many different forms of written communication that one can use. Based on the purpose, your
document can be written in the following types of business writing styles:

5.1 Results-Oriented Communication

Results-oriented communication is used, as the name suggests, when aiming for a specific output or
result. For example, it might be used when requesting a promotion. Results-oriented business writing
should encourage the reader to do something/take action. This style should include specific information to
drive the intended results and should be easily understood by your target audience.

5.2 Informational Communication

The intended result of many documents in business writing is solely to inform. This type of writing, like
all forms of communication, requires clarity and conciseness In addition, because some readers need
information quickly or have a short timeframe in which to read the document, being brief may also be
important.

5.3 Persuasive Communication

All writing, according to Aristotle, is persuasive. What this means is that your written documents are the
“face,” or image, of your organization and thus must be carefully planned and written. Think critically
and carefully about the reader, the action you want the reader to take, and why the reader is reading.
Remember, readers are most interested in how the communication affects them.

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5.4 Negative Communication
Sometimes, businesses have to write negative documents; writing such documents without alienating the
reader or having the document reflect negatively on you or your business is key. To ensure that the reader
isn’t left with a negative impression, use the “sandwich” technique: begin with a sincere positive
statement, follow with the negative information (phrased positively), and end with a positive statement.
Be clear and explain the reasoning behind your position, while using a sympathetic tone.
 https://www.hurleywrite.com/

6.0 The 10 Most Important Business Writing Skills You Will Always Need 
6.1 Clear, Concise, and Simple Prose
Long complicated sentences with sophisticated vocabulary are “out.” No one has the time anymore to re-
read content, in order to figure out what has actually been said. You will need to practice writing shorter
sentences, containing only one thought.  Consider these two examples:
A. We are rapidly approaching a point in our organizational growth at which we must consider viable
courses of action for expansion into additional global markets, and it will be imperative, in the ensuing
months, that everyone begin developing strategies that will achieve this, so that we may evaluate their
efficacy at our March 15 meeting.
B. We’re at a point where we have to think about expansion. We need to come up with ways to market our
products to consumers in more countries. Over the next few months, everyone should think about options
for getting this done. Let’s get together on March 15, and bring your ideas with you.
“B” will be the preferred style – everyone will “get” it during the first “read.” And if this message must
be sent by text or email, it will be much easier to compose if you keep it simple.

6.2 Writing skills will not only include prose

No one will have time to go through volumes of text and detailed explanations. The use of graphics to
impart information will be critical and far more effective. You should be able to reduce lots of
information and concepts into picture form, and this means some self-study. There already are great tools
and apps for creating infographics, and these will only get better over the next few years. Learn to use
them!

6.3 Grammar, spelling and punctuation will not be “thrown out”

While your writing may become simpler, basic writing skills will still need to be in play. You never
know. The person you are trying to impress with a sales pitch may be a ‘maniac’ for good grammar and
spelling. Fortunately, if you have never been really good at this, the tools, apps and services keep getting
better. There won’t be any excuse, except laziness.

6.4 Prose writing will have to be broken up

One of the effects of so much use of technology is that people’s attention spans are shorter. If you want
your stuff to be read from start to finish, you had better learn how to use headings, sub-headings, and
bullet points. This is going to require real thought organization before you ever begin to write, so that
your points flow logically.

6.5 Writing for Your Audience

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This will be more important than ever. You have to know the intellectual and reading levels of the people
who will be reading your stuff, and you will have to adjust your style and vocabulary accordingly. Being
able to change your style for different audiences will be pretty critical, and it takes real skill.
6.6 Creativity
People are inundated with so much content these days that they become very fickle. The more creative
you can be with what you write, the less fickle your audience will be. You will need to find unique ways
to say the same things that others are saying – ways that are really engaging for your reader. This is
especially true if you will be marketing products or services on the web.

6.7 Article and Blog Writing

While these venues for grabbing audiences will certainly evolve over the coming years, they are here to
stay, for this is how company brands are spread and customer loyalty is achieved. Your business blog will
have to be full of wonderfully entertaining content that educates as well. You will need to use those
techniques for people with short attention spans.
6.8 Writing for Social Media
Here is another writing venue that is not going away! In years to come you can expect many more social
media sites that are just as popular as Facebook, LinkedIn, and Pinterest. Individuals who do not have the
skill to grab attention with a few short phrases, with a couple of stunning facts, or with a great story will
be losers on these platforms.
6.9 Writing as Video
Just as writing will continue to morph into graphics, it will also evolve into videos. Showing rather than
telling will be the new “writing,” and those who are skilled in creating compelling short videos that
inform and educate will continue to expand their audiences.
6.10 Business writing will not be dead
There will still be a need for reports, strategic plans, employee policy manuals and e-guides; people will
still write memorandum (although these will obviously be distributed electronically). But the trend toward
simplicity and the use of graphics and videos will continue, and the skilled “writer” will be able to weave
text, graphics, and media into coherent pieces that readers/viewers can absorb quickly and completely.
https://www.business2community.com/

7.0 How to Write in Formal Business Style

The majority of business documents, including letters, memos, and reports, should be written in a formal
style that imparts a professional tone. The following guidelines for writing a formal business document
will help you craft the proper style and tone to convey your message.

1. Take into consideration the company culture when determining the formality of the document or
correspondence. Draw the line at being too formal, however. Using a phrase like "It has come to
our attention..." instead of "We noticed..." might come off as sounding stiff and overbearing.

2. Use positive language, in all correspondences. For example:

 Negative: Because of increased instances of employee theft, the supply closet will remain
locked until further notice.

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 Positive: Unfortunately, we have had to lock the supply closet because several items have
been found to be missing or unaccounted for; however, we appreciate your ongoing
assistance in helping us resolve this problem.
 Negative: If you do not return your Form before 1st August you will be too late to attend
the conference
 Positive: Please return your form by 31st July so that we can register your name for the
conference

3. The tone should be courteous and professional, as well as strong and confident, without being
abusive. For example:
 Abusive: You will attend the mandatory staff meeting on Wednesday, regardless of your
schedule.
 Courteous, yet strong: We appreciate your rearranging your schedule so you can attend
the mandatory staff meeting on Wednesday.
 Accusatory: You did not follow the instructions and now the client is unhappy.
 Professional and non-accusatory: Clients will not be happy if the instructions are not
followed.

4. The use of appropriate language is always preferred in business settings, whether you are speaking
or writing. Avoid the use of slang, as well as discriminatory or derogatory language.

5. Correct grammar, spelling, and sentence structure will impart a professional business image.
Sloppy writing, on the other hand, will reflect badly on the company.

6. Active voice is generally preferred because it is more direct, shorter, and clearer. In active voice,
the subject performs the action; in passive voice, the subject does nothing. For example:
 Passive: The report was read by Kevin. (The subject, report, is doing nothing, it is
passive.)
 Active: Kevin read the report. (The subject, Kevin, is performing the action of reading.)
On a final note, if you are overly emotional about something, particularly the topic of the document, you
may not be writing objectively, so consider waiting until the next day to write the On a final note,
document if possible.

8.0 How to write a formal business letter

Whenever you need to communicate with another company or share important news, business letters can
present your message in a classic, polished style. Unlike internal memos, business letters are usually
written from one company to another, which is why they’re so formal and structured. However, letters are
also quite versatile, as they can be used for official requests, announcements, cover letters, and much
more.
Despite the formality, letters can still have a friendly tone, especially because they include brief
introductions before getting to the main point. Regardless of the tone you use in your letter, your writing
should remain concise, clear, and easy to read.
Appendix below describes how to write a Sales Letter, a Response to a Complaint, a Memorandum
and a Newsletter.

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Appendix A: The Sales Letter

A company is always selling something whether it be a product or a service or simply its own image. It is
therefore useful to have the skills and confidence to compose your own convincing sales letters. When
writing your Sales Letter you should:
 Know the needs and motivation of the potential client.
 Know your product and its key selling features.
 Anticipate objections and focus on value and benefits.
 Know your competition.
Hints: 
 Grasp the reader’s attention with a strong opening sentence.
 Use specific language to describe your product and its benefits.
 Don’t try to close the sale in the sales letter; simply create interest in moving to the next step in the
sales process.
 Offer proof of the benefits of your products or services.
 If price is a strongpoint or if a special discount is available, highlight this.
 Try to keep the prospect actively involved in the sales process.
 Give the potential client a reason to consider the next step.
 Suggest a definite course of action.
 Initiate the delivery of a free sample; offer to conduct a presentation; suggest a trial period of use;
arrange to send additional information. Make these offers available with a request response (fill
out a requisition form, make contact by e-mail , call for a free sample, etc.).

BUT: 
 Don’t overload the initial sales letter with too much information.
 Avoid superlatives and excessively exuberant language.
 Keep your information simple and straightforward; the prospect may know little about your
product or service so include key details.
 Avoid the use of jargon.
 Don’t use a negative approach: “Without this product your company will fall behind your
competitors.” Stress the positive and concentrate on benefits.

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Appendix B: Response to a complaint

 When responding to a letter of complaint it is important to act promptly and conscientiously. Think of the
response to a complaint as a public relations opportunity. Also, in the interest of retaining the customer or
client, it is imperative to handle the complaint efficiently and professionally. Responding to and acting
upon a complaint is not a burden, it is an opportunity.
Hints:
 Respond promptly: express understanding, sympathy, and regret.
 Thank the client (in advance) for his or her patience; reassert that the problem is rare and that it
will be addressed immediately.
 Reinforce that your company values the client and will do whatever is necessary to satisfy his or
her request.
 Refer to the problem or issue including specifics such as time, date, reference numbers, and other
important details.
 If the client is correct in the complaint, acknowledge this; if you believe the client to be in error,
do not state this outright.
 If the client is incorrect in the claim, explain why; reassure the client that issuing a complaint was
the right thing to do to rectify the problem.
 Refer to company policy to set up guidelines.
 Outline the options for rectifying the complaint.
 If possible, give a date by which the complaint may be resolved.
BUT:
 Avoid reviewing all the details of the complaint—focus on the solution.
 Don’t appear reluctant to solve the issue; rather, be an enthusiastic problem solver.
 Don’t make any references to legal liability.

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Appendix C: The Memorandum

1.0 Why Memos?
 To instruct or to inform staff
 To request action
 To remind someone or something
 To make suggestions
 To report on progress
 To provide information of any kind

1.1 Purpose of a Memo

The memo was originally conceived to provide short, precise, direct communication to employees within
a company without using the conventional openings and closings common to a business letter.

 Gives busy readers information fast

 Announce Company Policy
 Makes a request
 Explain a Procedure
 Clarify Information
 Alert reader to a problem
 Remind readers about a meeting, policy & procedure

2.0 Style and Tone

While memo reports and policy memos are examples of documents that have a more formal tone, most
memos will have a conversational style - slightly informal but still professional. The audience of memos
are those with whom the writer works, so the writing style usually assumes a relationship with them (and
therefore less formality); just keep in mind that the relationship is a professional one, so the writing
should reflect that. Furthermore, as with all workplace documents, the audience may contain a variety of
readers, and the style and tone should be appropriate for all of their technical and authority levels.

3.0 Hints:
 State the purpose of your memo in the subject line.
 Make the subject line clear and precise.
 Formal salutation and complimentary close is not required.
 Be concise and use short, direct sentences.
 Try to keep the length to one page, two if necessary.
 Use lists, graphs, and charts as supportive material.
 At the close of a memo, address any anticipated objections.
 If required, end the memo with a call to action or a request for a response.
 Do not use jargon unless useful for an industry-specific message.
 Send a business letter instead of a memo for formal correspondence being sent outside your
corporation.

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Appendix D: Producing a Newsletter
1.0 The Style of Your Newsletter
Your newsletter is a small public relations campaign and it's very important to look competent. The good
news is that improvements in desktop publishing have made it easier for even the smallest community
groups to turn out attractive and professional publications.
In doing so, you need to consider some style points.

 Keep it short. 
We are all bombarded with information, and we are all becoming more selective about what we read.
 Even if your publications have a good reputation and don't get thrown directly into the bin,
people will still bin them as soon as they're bored.
 You've spent money on that page (another reason to be brief) but the reader hasn't, and
they lose nothing if they turn away. Shorter is better.

 Keep it bright and clear.

 Try to break up big blocks of text with photos, graphics or cartoons.
 Break up your pages with white space.
 Print in columns.
 Use sub-headings.
 Put text in boxes, or shaded paragraphs.
 Ask yourself if the budget will run to another colour (or print on coloured paper).
 Keep it simple.
 Complicated layouts are distracting, and probably require more expertise than you have in-
house to do it well.
 Stick to a simple, readable and common font throughout the newsletter (with bold or
italics where needed).
 If you email your newsletter or people download it from your website, you need to keep it
at a moderate size.

2.0 Your Newsletter's Content- What Should it Say?

The most stylish looking newsletter will still end up in the bin very quickly if its content is dull,
uninformative or irrelevant.

Think of your target audience and cater to them. Inform them, entertain them, help them and guide them –
just don't bore them!

To fill your newsletter, look for:

 News articles on relevant issues. Remember copyright restrictions.
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 How-to guides. Readers appreciate this kind of article particularly.
 Information. Use the newsletter to introduce new people and advertise your new services. Don't
just announce new services, sell them – show how they are going to help people.
 Reports on your activities and successes. Include human interest stories to show how you're
making a difference. Make your articles encouraging and inspirational, with pictures. If the story
is linked to a particular program or a particular contributor, put this in. Recognise the contribution
of staff.
 Notices of upcoming events.
 Contributions from clients, readers and staff about their personal experiences.
 Messages, including guest editorials.
 Letters from readers.
 Book reviews on relevant topics.
 Advertising. Paid is better – and can help cover the costs of your group's newsletter. If you can't
find people who'll pay, advertise your own functions or activities.
 Subscription information. Include this with every edition. Anyone who's reading your
newsletter is already interested enough to be a good prospect.
 Invitation to Feedback. Encourage your readers to give you feedback as to what they think of
the newsletter and what they want to see in it next time. (But don't be depressed if they don't – it's
very rare to attract written feedback, and most people who like it aren't going to tell you.)
References:
 https://www.slideshare.net/mobile/mohdbadrun/effective-business-writing-skills
 https://www.courses.lumenlearning.com
 www.webucator.com
 smallbusiness.chron.com
Desmond.A. Gilling, The Essential Handbook for Business Writing: communication excellence in English,
the language of business worldwide

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