A senior executive I know recently met with a management consultant to listen to a sales pitch. The executive liked what he heard, but his opinion changed quickly after he received a follow-up letter from the consultant. It was a mess - disorganized, with several spelling and grammatical errors, and containing enough words to fill a small novel.
The executive rejected the proposal, and the consultant.
Many others in the working world may be facing similar rejection. How well you write says a lot about you. Unfortunately, many people in the workplace are saying bad things about themselves.
Business writing these days is getting worse, not better. The explosion of technology undoubtedly has a lot to do with it. For many, speed and volumes of data have become more important than accuracy and clarity. So they produce e-mails, letters and memos that are jumbled, laden with self-interest and much too long.
The result? They confuse and irritate their readers, and contribute to a further decline in the quality and effectiveness of business correspondence.
You can ensure that you're always communicating clearly and efficiently. Here are 10 rules for successful business writing.
1. Think before you write
Effective correspondence begins before you begin writing. Take the time to consider what you want to accomplish with your communication, and what that achievement would look like.
If you aren't clear about your objective, how will your readers be?
Every productive minute you invest in planning pays significant dividends once you get to the writing stage. That's where the magic happens - or should.
2. Dial in W-I-I-F-M
These are the call letters for everyone's favourite radio station: What's In It For Me?
Everyone asks this question. The sooner you can provide the answer in your e-mails, letters and memos, the better response you'll get.
Find out as much as is practical about those on the receiving end of your communication. Then put yourself in their position: What's their state of mind? What motivates them? How can you serve their needs while attaining your goal?
The more you focus your correspondence on your readers, the more persuasive your message will be.
3. Be specific
Use reader-focused words such as "you" and "yours." Get to the point quickly and be specific about the purpose of your correspondence.
Your most important information should come first, a principle called front-end load. Whether it's good news, or bad, get it out right off the top. If you delay conveying bad news, your readers will feel manipulated - or, if they're reading as quickly as many stressed-out employees do these days, they might miss the information altogether.
4. Keep it tight and bright
With so much information coming at us in so many different ways, we have become highly selective in determining what we read, and how long we are willing to read it.
To ensure your e-mails are opened, make sure your subject lines are reader-focused and action-oriented.
Limit your content to information that serves the interests of the recipient. You can always write long to get your thoughts out on the computer screen, then trim it back.
5. Go for visual appeal
There's nothing more daunting than opening a document thick with text, and few paragraph breaks.
Make sure your correspondence is visually appealing by providing plenty of white space, which enhances attention and retention.
Use headings and subheadings to organize material simply and clearly. If you need to refer to several elements or factors, enumerate them in a reader-friendly list.
6. Use proper English
Abbreviations, short-forms and slang aren't appropriate in business correspondence, whether hard copy or e-mail.
Use full and proper names, terms and references. Make your language accessible to readers by minimizing the use of jargon. If you need to use a highly technical word or phrase, provide a definition.
Ensure that spelling and grammar are correct.
7. Be more formal
You can never go wrong when you write more formally in business. It elevates your correspondence - and you.
Forget about the "Hi" salutation; you're not in high school.
The word "guys" should be banned from all forms of written and, for that matter, oral communication.
When writing to someone you don't know for the first time, use Mr. or Ms. If, in future, the recipient wants you to use his or her first name, you'll be informed.
Sending jokes to professional colleagues will almost guarantee that, at some time, you'll offend someone. Share your humour only with trusted friends, and in person.
8. Use positive language
Employ strong, upbeat words in a narrative that galvanizes your readers and conveys your enthusiasm and can-do spirit. Some examples: accomplish, achieve, benefit, commit and lead.
Minimize negative-based words such as alleged, can't, claim, fail and wrong.
Always end your correspondence with a positive, or at least a reference to an agreement or some shared common ground, especially if you have bad news to communicate.
9. Issue a call to action
Too many business e-mails, letters and memos simply drop off a cliff at the end, leaving their recipients mystified about the purpose of the communication.
You need to conclude by telling your readers what exactly it is you want them to do. Is it to buy your product, test your service, attend your meeting? If you don't tell them, they won't know.
10. Never send in haste
Keep in mind that the irate e-mail you send today will exist long after you're gone.
Carefully consider the best form of communication. Deal with contentious issues in person; if that's not possible, speak personally by telephone.
When drafting an important e-mail, print off a copy and edit. You'll almost always be able to make improvements.
You are, after all, telling your readers a lot about yourself. And you want to be sure it's good, all good.
Jim Gray is a speaker, communication skills coach and principal of Media Strategy Inc. in Toronto. His book, How Leaders Speak, will be published in April.