Course Title: Tips for Better Business Writing

Description: Want to advance your communication skills? Improve your writing. Clear
and concise writing is the key to helping your audience understand your message—
whether it’s delivered in an email, report, memo, or white paper. This course,
designed by Adcom Designs and Write It Well managing director, Natasha Terk,
provides relevant, actionable tips to improve the quality and impact of your
writing. Learn how to plan a message, format it for easy reading, and use the right
words to communicate clearly. Plus, learn how to reduce or eliminate errors to
maintain your professional image and credibility.

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Chapter: 1. Plan and Prepare for Successful Business Writing
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Video: Consider your reader when writing
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0:00:03 - I have a question for you. Is your reader lingering over each
and every word of your document? Probably not. More likely, they're looking at a
large stack of documents on their desk, a full email inbox, and information coming
from a lot of different directions. Your reader has their own priorities,
interests, and concerns and they're probably skimming and scanning looking through
all the information, including what you sent them, to find what they need to know,
what addresses their interests and concerns. Avoid the impulse to tell them what
you find interesting or relevant. Your job is to use what you know they are
interested in to pull them into the content. Put yourself in your reader's shoes
and ask yourself these types of questions. How interested are they in this subject?
What do they know about this subject? How will they use the information? If you're
writing about a technical subject, what are the reader's levels of technical
knowledge? How much detail or background information do they need? If your purpose
is to persuade them to do something, what's the benefit to them? What if you don't
know your reader or you have multiple readers? Try gathering some intelligence
about them. Ask questions or do online investigations. If that's not possible,
doesn't seem like a good idea, or doesn't yield much, start with what you do know
about them. Now, go back to the document you're about to write. Put yourself in
your reader's shoes. After considering their interests, needs, and concerns, you'll
be able to articulate and address the issues that matter most to them.

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Video: Write to inform or to influence
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0:01:00 - To get results in business writing, you must decide exactly

what you want to accomplish. If you're not clear about your purpose for writing,
you might confuse your reader, or lose the opportunity to get what you need or
want. Your primary purpose for writing always falls into one of two categories.
You're either writing to influence your reader to do something, this is also known
as persuasive writing, or you're writing to inform your reader about something. If
you're writing to inform, you're not asking the reader to take any kind of
immediate action. So, for each document, it's essential that you make just one
purpose the primary purpose. Here are some examples of writing to influence. The
writer is trying to get the reader to do something. "Call me to discuss a new
engagement." "Please follow the new process." Here are examples of writing to
inform. I'm sharing information, I'm not trying to get the reader to do something
right now. "There's more information available on the web site." "The report will
be finished next week." Before we go any further, I want to address the question
that you're probably asking yourself right now. Can you do both? In other words,
can you write to influence and to inform at the same time? The answer is no, not at
the same time. Pick one primary purpose for writing, because first of all, if
you're not clear about your primary purpose, you might have two competing
priorities, and that can make your writing confusing. Remember that your reader is
skimming and scanning. Secondly, it's really difficult to do anything well, and
especially difficult to do two things really well at the same time. So how do you
determine your primary purpose? Ask yourself whether you need your readers to take
any action at all. If so, your primary purpose is to influence. If not, you're
writing to inform. You will find that most of your writing is designed to influence
someone to do something. Call you back, accept your proposal, attend your meeting.
Now, take a moment to consider the next document you need to write. Is your primary
purpose to inform or to influence?

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Video: Don't bury the lead when writing
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0:00:59 - Are you familiar with the journalistic triangle? Just picture
an inverted triangle. The widest part of the triangle is at the top. This is the
way journalists are taught to write. When they write up a news story they present
the most important points at the beginning of the message. The less important bits
follow. We should write like that at work. Remember that your reader is busy. Your
job as the writer is to make it easy for them to get what they need and move on.
Remember that business writing is different than academic writing, or any other
type of writing. It might have been okay to put the most important message at the
end when we were in school, but in business writing we always put the most
important message at the beginning. In a clear, easy to read document the most
important message is written as a single sentence, also known as a key sentence.
The key sentence is the one you would shout out if you only had three seconds to
get your message across. It might be, we are requesting a noise permit for 3rd and
4th Streets on October 13th and 14th, or please follow the new expense
reimbursement policy that's posted online. In a well written document the sentence
carrying the most important message should be so clear that the reader can identify
it very easily. Now it's your turn. You have three seconds. What's your most
important message? Write that down and put it near the beginning of your document.

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Video: Anticipate your readers' questions
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0:01:02 - When you start to write something, you usually have a general
sense of what facts and ideas you should include, but you need to determine exactly
what ideas and facts the readers need. Start by putting yourself in your readers'
shoes, and read the key message you wrote already. Now write down every question
that comes to mind. At this stage, it's important to write quickly without
evaluating the items on your list or blocking the flow of ideas. Don't worry about
whether an idea will go into your final draft. Just keep going until you believe
you've written down every question the reader might consider asking. You will
eliminate unnecessary or redundant ideas later. Here's an example. Let's imagine
that I'm writing to the director of IT Security to ask for permission to access a
resource outside our firewall. First, I'm going to think about my reader and their
concerns. I know that they're chiefly concerned with cybersecurity now and that my
request for access might be summarily denied. Next, I'm going to determine my
purpose. I'm clearly writing to influence them to grant me permission. I crafted a
key sentence that can't be overlooked. Conducting research through Gartner's
Targeted Industry Analysis portal will save us about 25 hours and $10,000. However,
we receive the error message, "Blocked by IT Security," when we try to access. Can
we arrange to unblock the site? In order to get the okay, I have to anticipate and
answer their questions. First, I list them here. What is the business need? Have we
received requests from for other people regarding this site? What are the actual
risks from unblocking this site? What are the alternative to unblocking the site?
Do the business benefits outweigh the potential risks created? If I hadn't taken
the time to anticipate and answer my reader's questions, my message would not have
been complete or compelling enough to influence their decision. When you
brainstorm, aim to come up with at least five questions. If the document has more
complexity, you might have 10 or 15 questions. Now, answer those questions you
brainstormed so they become answers or points, instead of questions. You might need
to do some research. When you fail to anticipate and answer the reader's questions,
you waste time. This step will save time and yield results.

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Video: Group your points in a logical way
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0:01:07 - Whenever you write anything longer than a few sentences, it's
important to organize your ideas by grouping them into categories before you start
writing. These categories provide the reader with a roadmap, a pathway through the
information, and a way to break up the journey. When we don't organize, the reader
can't find a logical flow through our document and might think that we're
disorganized. Think about it. Organization and grouping helps us navigate all kinds
of things. Recipes are grouped into ingredients and steps. Menus have appetizers,
mains, and desserts, and even phone numbers are broken up into area code, prefix,
and number. In the same way, you can help your readers understand what you have to
say by grouping ideas into related topics during the planning process. There's no
single way to organize ideas. It's a highly individual process that emerges from
the situation and from your own unique insights. Here's some ideas you can put in
your pocket. You can organize by topics, cost, ease-of-use, special features,
chronological order, first year, second year, third year, or past, present, future,
comparison and contrast, pros, cons, advantages, disadvantages, meets or fails to
meet our criteria. Now go to your list of points that you generated by anticipating
and answering your readers' questions. Review them to make sure they're all
relevant. Did you overlook something? Now add it. Is there something redundant? You
can eliminate it. Then, select a set of categories and put the points into those
different groupings. Every point should fit into a category. If it doesn't fit, ask
yourself if it should be eliminated or deserves its own category. Resist any
impulse to create a miscellaneous category. That's just lazy. Grouping creates a
logical flow which helps your reader travel through your document and maintains a
professional image.

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Chapter: 2. Formatting for Easy Reading
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Video: Write in short sentences and paragraphs
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0:00:52 - Some sentences are too long to read and understand easily.
Some paragraphs include too much information to process quickly. People often have
to read sentences twice when they're longer than 30 words. As a general rule, craft
each sentence to include just one or two thoughts. And keep each sentence between
about 18 and 25 words. When you use technical or unusual terms drop the count to 15
to 18 words. Does that mean you're counting the number of each words in each
sentence? No, it doesn't. It means that if you have a gut feeling that the sentence
you just wrote seems long, you should take another look at it. If you're still not
sure, you can count the words. Should every sentence be the same length? No,
including shorter and longer sentences can add rhythm and variation to your
document. The longer sentences should be especially clear. Now for paragraphs. As a
general rule, each paragraph should focus on one main point. Many of us learned
that the first sentence in a paragraph should summarize what the reader will find
in that paragraph. That is also known as the topic sentence. That practice is
valuable in business writing because your reader is skimming and scanning. They
will probably read the first sentence of all of your paragraphs. We're not sure
that they'll read the rest of the paragraph though. Another reason to keep
paragraphs short. Insert paragraph breaks when you introduce a new idea. If you
aren't sure when one idea ends and a new one starts, go back to the organizing
step. More widely accepted in academia, long paragraphs are scorned in business
writing. When we see single-spaced dense paragraphs instead of engaging with them,
we often look for something else that's less intimidating like a document with
short paragraphs or one with visuals or headings. And here's the thing, I'm often
asked if a paragraph can be just one sentence. Yes, it can. Remember that your goal
as a business writer is to help readers find information as quickly as possible. To
show consideration and speed things up for your reader avoid long sentences and
paragraphs.

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Video: Use bulleted or numbered lists
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0:00:51 - When I leave writing workshops I ask this question. How many
of you would prefer to read a list than a long, dense paragraph? All hands go up.
Your reader is skimming and scanning looking for what they need, and it's much
easier to find it in a task list, a list of instructions or process steps, a
grocery list, a fix-it list, et cetera. Lists save you and your reader time, reduce
grammar and punctuation errors, show off your analytical skills, and help us get
stuff done. Okay, we all agree that we prefer lists. Great! So when do you use
lists? Use lists anytime you can count anything. So if I've identified three
problems, great, it's a list. If I see four ways to solve that problem, also a
list, great. There are two ways to present lists: bullets and numbers. Use numbers
to show sequence or priority, or when you're going to refer back to one of the
points. Use bullets when all of the items have an equal priority. Do you use lists
about 20% of the time you write? Maybe 40%? Either way, I suggest you increase that
to 70% of the time. Meaning that 70% of your documents include lists, and that 70%
of the content is presented as a list. Just follow these guidelines. First,
introduce the list. Each list needs an introduction that's clear, concise, and
descriptive. The introduction should be enough to tell readers if they need to read
a list or if they can skip it. Introductions end with a colon. Second, make sure
that all items belong on the list. They should all fit underneath the theme as
presented in your introduction. Third, be consistent with initial capitalization,
sentence structure and end punctuation. This guideline really pacts a punch. First,
it says that all items should start with a capital letter. Next, it says that you
should choose the same structure for your items, either fragments or full
sentences, not a mixture. Third, it says that you should be consistent with end
punctuation. If you wrote your list as full sentences, you should either include
end punctuation, a period, at the end of all the items or none of them. Again, no
mixtures. Fourth rule, keep the list parallel in form. This means that all items
should start the same way. For example, if you start one with a noun, start them
all with nouns. And if you start one with a verb, which is preferred because it
shows action, start them all with verbs and with the most dynamic verb. And if you
choose verbs, select the same verb tense, like gerunds, I-N-G verbs. Last rule,
organize and keep it short. Your list should not include more than seven items. If
it does, break it up into two or more shorter lists. So, from this point forward,
aim to use lists 70% of the time. And when you do, follow these guidelines 100% of
the time.

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Video: Use visuals to support your writing
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0:01:07 - We live in a very visual world. It might be okay to send an

email without any visual elements, but if you're writing a proposal, report, memo,
or presentation, don't overlook the importance of visual appeal. In your tool kit
are pictures. Could be stock photos, your own photos, illustrations. Graphs,
essentially a collection of data points plotted in relation to each other. Pie
charts, a circular type of graph. Tables, data presented in rows and columns.
Diagrams, a representation that shows how something works. A process map or a flow
chart or an infographic. They're all examples of diagrams. Let's not forget that
lists add a kind of visual element, too. When I lead workshops, I have my
participants take a paragraph from a document they've written, something that
includes data, and tell the story visually. For example, let's imagine that you're
writing a report to share employee satisfaction survey results. You could narrate
in paragraph form, describing which indicators moved in which direction, or you
could use a graph that shows the results. So here are a few best practices to keep
in mind. Add at least one visual element on each page. Make sure you have
permission to use photos. Include a description of the photo or the reason you've
included it. State the takeaway for visual elements so that if the information is
complex and your reader doesn't have time to work through it, they don't miss
anything important. As they say, a picture is worth a thousand words. Next time you
write a report, bring your writing to life by including a chart, graph, diagram, or
other visual element.

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Chapter: 3. Make Your Writing Clear and Concise
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Video: Clear the clutter in your writing
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0:00:50 - In 1871, Mark Twain wrote a letter to a friend and included a

line that read, "I didn't have time to write a short letter, "so I wrote a long one
instead." This quote is timeless. It's much more difficult and time-consuming to
write concisely than it is to put it all out there for your reader to wade through.
Unnecessary words clutter up your sentences and slow your readers down. By
eliminating those words, you can keep your readers' interests and make your writing
easier to follow. So, let's review two strategies that you can apply to make your
writing more concise. First, use one word for a one-word idea. Sometimes, you can
collapse several words or a long phrase into a word that conveys your message
quickly and clearly. For example, at a time prior to simply means before. At other
times, you can collapse a multi-word phrase into one word. For example, "We are in
agreement with you" becomes, "We agree with you." "The manager made an offer to buy
coffee" becomes, "The manager offered to buy coffee." The second strategy to make
your writing more concise is to avoid repetition. Business writers often use two or
more words that mean exactly the same thing. Here are some common ones. Serious
crisis, final outcome, future plans. While you're looking for unnecessary words,
don't forget to look for unnecessary sentences, paragraphs, and even entire pages.
I like to tell business writers to pretend that every word costs money. Reduce your
expenses. Look for unnecessary words and repetition. It will help you clear the
clutter in your writing.

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Video: Choose the right words
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0:00:52 - Do you ever have to read something very slowly because the
writer used unnecessarily formal language or uncommon words when everyday language
would've gotten the point across more clearly? Here's an example. Per your request,
enclosed herewith are documents concerning the above-mentioned project. Please
review said documents and return them to this office. We will then initiate the
process of implementing the requested system modifications. Hmm. Here's a revision
using plain English. I'm sending a description of the Acme project. As soon as we
have your comments, we will start the system changes. Formal language, old-
fashioned, or pompous language, and legalese all get in the way of your message.
Ordinary words communicate your message simply and directly. Use specific language
if you want to communicate clearly and precisely. Here are two examples. You could
say, some time ago, the building was destroyed in a disaster, but it's much more
specific to say, in 1994, fire destroyed the apartment building. And you might have
seen a written something like this. Recently, we looked at a structure that may be
suitable for our needs. Most readers would appreciate the clarity and specificity
of this instead. On Tuesday, we looked at 451 Rose Street: it has 3,200 square
feet, lots of natural light, and ten parking spots. Sometimes we use vague language
because we don't have all the information, and sometimes we use it because we're a
little lazy. Effective writers know their facts and work hard. Use specific
language. There's one more language tip: use jargon with caution. Jargon words are
the ones that you and your colleagues use to describe the work you do; kind of like
your insider language. A jargon word is different than a technical term and also
different than an acronym. Jargon is meant to communicate effectively and
efficiently, but sometimes it alienates or confuses the reader. If jargon is
overused, it sounds silly. Examples include: hard stop, paradigm, migrate,
leverage, resources. I'm sure that you can think of many, many others. I'm not
suggesting that you eliminate jargon altogether. I'm saying that it's best to use
jargon sparingly and only if you're sure your audience is familiar with it.
Remember that the right words are plain English, specific, and light on jargon.

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Video: Use active language in your writing
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0:01:03 - Passive voice can weaken your writing, confuse your readers,
and make your sentences longer. In contrast, active voice focuses your reader's
attention and increases the impact of your message. In active voice, the actor is
defined and comes before the action. To use active voice, say who acts and not just
what the action is. Here's an example of active voice. John managed the project.
And here's an example of passive voice. The projected was managed. Another example
in passive voice. The design document has been submitted by the team. With passive
voice, we have to wait to find out who did it. Here's that sentence written in
active voice. The team submitted the design document. There are some situations
where we use passive voice intentionally. For example, we use it when we don't know
who the actor is or when we don't want to name or we want to hide the actor. For
example, the door was left open last night. I might very well know that Judy left
the door open, but I'm not willing to assign that action to her. Or I might say the
budget was exceeded. Because in that case, I don't want to say that I spent more
money than I was supposed to. In general, active voice is more engaging, more
direct, and shows accountability. That doesn't mean that you always have to use it.
As long as you understand the difference and why you've chosen passive voice, it's
okay. However, and here's an important point, when you write directions or
instructions, it's best to use active voice if you want them to be followed easily
and correctly. Here's an example in passive voice. The cover of the printer should
be lifted. The ink cartridges that have been emptied should be removed. And the new
ink cartridges should be opened and inserted into the appropriate slots. Now we're
going to turn this one into active voice, with command voice, you do this. The
actor is implicit, it's you. Here's the revision. Lift the printer cover. Remove
the empty cartridges. Open and insert the new ones. Or here's one last example in
passive voice. The document that was prepared was captivating. And here it is in
active voice. Jane wrote a captivating report. I think we can all agree that active
voice is more energetic and clearer.

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Chapter: 4. Before You Share Your Writing
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Video: Proofread your work
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0:00:56 - Most readers make judgements and assumptions about a writer

based on what they see on the page or on the screen. In fact, a survey I did a few
years ago shows that when people see errors, they form a negative impression of the
writer, and also of the writer's employer. Error-free writing shows respect,
consideration, and attention to detail. Whereas lots of errors could signal that
the writer might not care about your business. Most errors can be caught with a
careful proofread. First issue, and I caution all of my workshop participants about
this one, make sure you're clear on both categories of misused words. Spell check
can't easily catch these mistakes. The first category includes the its, it's, your,
you're, their, they'res, and more. No choice, you got to get these right. Getting
them wrong will impact your credibility. The second category of misused words
includes ones like principal and principle, affect and effect, advise and advice.
You have a choice to use them and be sure you're using them correctly, or to write
them out of your sentence altogether. Second issue, spell correctly. Run spell
check carefully and slowly. Be careful to check spellings for distinctive names for
professional organizations and individuals. Also, look for spelling errors in e-
mail subject lines, headings, addresses, dates, et cetera. Third issue, avoid
grammar errors. The most common grammar errors include incomplete and run-on
sentences, subject-verb agreement problems, confusing or vague pronoun use, and
lack of parallel structure. Fourth issue. Watch for overused and incorrectly used
apostrophes and commas. Those are the most common punctuation mistakes. And how to
catch these errors? Proofread. Here's some tips for effective proofreading. Take a
break. Read the work out loud. Proofread backwards, from the end to the beginning.
Make a note of the words that you tend to confuse, and run a search for them
separately. Ask a friend or colleague to proof for you. Proof it again yourself.
Grammar, spelling and punctuation errors erode your credibility and can damage your
business, so before you send your message, use these proofreading strategies to
eliminate or reduce errors, and protect and maintain your credibility.