Your writing skills are a reflection of your professionalism. Consider how many individuals you communicate with in writing during a typical business day. Many of these individuals may only know you through your written words. Even if you've exchanged a few handshakes, their perception of you and your value as an employee or business person may still be primarily based on your written communication. The image you project through your writing, whether accurate or not, is powerful.
Over the past three decades, I've worked as a Business Writing Consultant for hundreds of companies, ranging from privately owned businesses to Fortune 500 corporations. In the last 15 years, I've observed a consistent decline in the ability of many business professionals to effectively articulate their ideas in writing. These individuals are often eloquent in meetings, but struggle when asked to put their thoughts into written form.
For instance, I recently received a call from a highly articulate middle management executive from a Fortune 500 company. He had spent several hours attempting to draft a Purpose Statement for a marketing proposal. This statement was crucial as it set the tone for the rest of the proposal. If it was clear, concise, and compelling, it would encourage a thorough reading. If it was confusing and uninspiring, it would likely lead to rejection.
Upon reviewing his draft, I found it to be a string of company clichés that conveyed little meaningful information. If I hadn't previously worked with this individual, I might have dismissed him as unremarkable. After discussing his intentions, we collaborated to create a statement that effectively promoted his proposal and himself.
While having a natural talent for writing can be beneficial, it's not essential for effective business writing. I've seen many important communications fail because an overly literary style distracted from the message.
Effective business writing is not about creating literature. It's about applying common sense rules and mastering simple techniques. The basic formula for business writing involves capturing attention, maintaining interest, and prompting action. While I don't advocate for formulaic writing, every important communication must incorporate these elements to be successful.
Every day, countless communications are distributed with openings that fail to engage the reader. The reality is that a piece of writing has only a few seconds to start communicating. If it doesn't immediately capture the reader's attention, it's likely to be discarded, set aside for later, or quickly skimmed and forgotten.
Many business professionals mistakenly equate length with interest. The truth is, people don't read boring communications, regardless of their length. The key to maintaining interest is providing compelling content. Remember, you can't bore someone into reading something!
The desired action might be budget approval, acceptance of an idea or program, or authorization for a project. However, many communications fail to motivate or even request this action. The writer may assume that a certain action will be taken, or they may fear appearing too pushy. In reality, a strong conclusion suggests that the writer is decisive, confident, and in control.
Do your written communications present you as an organized, intelligent, and knowledgeable professional? If not, you can improve. Becoming a proficient writer is neither difficult nor time-consuming. It primarily requires a commitment to start. By making that commitment today, you can gain a significant advantage over others. Learning to impress with your written expression can accelerate your career progression by months, or even years.
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