10 Tips To Help You Pack More Power Into Your Business Writing

1. Before you write anything down define not what you want to say, but what your message must achieve. Keep that firmly in focus at all times and use it as the main goal for everything you write. Ask yourself "does this concept/approach /clever headline/earnest mission statement/ really help the message achieve its objectives?" If the honest answer is no, alter it or rethink it completely.

2. Identify your target audience and get to know them very well. No matter how beautifully structured your message is if it doesn't take into account the real circumstances and needs of the audience, it won't work. Align your message's objectives with these circumstances and needs.

3. Study the media you'll be using; be aware of how people will receive your message and where your message will be competing for their attention, use your common sense and creativity to make it stand out in the crowd. (Or if the crowd's too big, reconsider the choice of media if that's within your power.)

4. Now develop your message based on these issues, and add in the final magic ingredient ? "what's in it for them?" Successful business messages are always based on benefits for the target audience - either actual or implied. Ensure you know the difference between features and benefits, and how to convert features into benefits.

5. Research the way your target audience speak and communicate, and phrase your message in their language - which may not necessarily be yours. Avoid corporate pomposity and unnecessary jargon. Talk to "you," not some vague third party, and keep your English as simple as possible, especially when your message is going to people who originate from other cultures.

6. Traditional grammar and even spelling mostly have been thrown out of the window. However there are still a few grammar rules you need to follow if you don't want your message to look amateurish. Your knowledge of the audience and how they communicate will dictate your writing style to a large extent. Don't let catchwords, "internet-speak," emoticons, etc. obscure your message or its benefits.

7. Time pressures and the influence of the internet have made us into a world of browsers, even when we're reading brochures and other print. Unless it's very short organise your offline text so readers who are browsing get the key points very easily. Always separate technical detail and other lengthy data from the main text so readers aren't obliged to plod through it unless they want to.

8. Never be tempted to transplant text written for print into an online environment. Online text is as different from offline text as a PC screen is from paper. Because reading from screens is so unfriendly, online text must be very short and crisp and must make it extremely easy for readers to absorb the key points. Don't let web designers talk you into flamboyant graphics that could inadvertently swamp your message.

9. When you give a speech, make sure you write it for yourself and your natural way of speaking - not your (or someone else's) idea of how an important business person should speak in public. Use a tape recorder to get an objective view of your voice, style, weaknesses and strengths. Keep sentences short with only one idea in each. Avoid telling jokes unless you're naturally funny. And rehearse, rehearse, rehearse.

10. If you think you may be out of your depth with a business writing project (e.g. a TV commercial, major direct marketing campaign, complex video or business theatre script) you're probably right - so call in a professional writer. Don't risk embarrassing yourself or your organisation with an attempt that's amateurish - there's no shame in admitting you can't be an expert at everything!

Canadian-born Suzan St Maur is an international business writer and author based in the United Kingdom. In addition to her consultancy work for clients in Europe, the USA, Canada and Australia, she contributes articles to more than 150 business websites and publications worldwide, and has written eleven published books. Her latest eBooks, "The MAMBA Way To Make Your Words Sell" and "Get Yourself Published" and available as PDF downloads from BookShaker.com.

T o subscribe to her free biweekly business writing tips eZine, TIPZ from SUZE, click here.

(c) Suzan St Maur 2003 - 2005

---

How To Write A Newsletter

In order to be successful with a newsletter, specialize in... Read More

English Grammar ? Seven Outdated Rules You Can Ignore

No matter what your fifth-grade English teacher says, some grammar... Read More

Freewriting: A Strategy That Will Bring Your Writing To Life

Freewriting is a release from the prison of rules. It... Read More

I Am Biodegradable - My Writing Is Not

My dad was wrong. I just discovered that I am... Read More

Know your Audience Before you Write Your Book or Web Site

If you want happy customers to use your service or... Read More

Plagiarism Through The Eyes Of College Students

Plagiarism has been condemned lately by all types of experts,... Read More

10 Ways to Shatter Writers Block

1. Use Logic: Check for External PressuresAre you under physical... Read More

Mixing and Mingling: The Door to Publication?

Mixing and mingling with industry professionals is an opportunity that... Read More

Which Comes First - Short Story Or Novel?

A writer writes. Bet you've heard that one... Read More

A Checklist For Drafting Business Letters And Emails

Write Right - You have an all important business letter... Read More

Learning to Question Your Elephant Child: Who, What, Where, When and Why

Having problems writing? I don't know why. San Francisco Chronicle... Read More

Get Your Writing Reviewed by Major Publications for Free

All Writers need the press, especially new writers. As a... Read More

How To Build A Successful Freelance Editorial Career

In the current job market, many editorial freelancers have turned... Read More

How To Self-Publish Your Own Books, Manuals, Reports Or Newsletters

You can make a lot of money by writing and... Read More

Crime Writing Beckons

If your cash is running out fast and you have... Read More

Platform Development Tip #1: Switch Writing Hats!

Around eighty percent of nonfiction books today are written by... Read More

How to Finish Your Self-Published Book Fast

Started a book and then got bogged down? Like many... Read More

Inspiring the Poet in You!

Poems. Just the mention of them makes me smile. Why?... Read More

The Demon Fear

You have a great idea for a poem, a story,... Read More

Ferreting Out Work

FERRETING OUT WORK You keep hearing that there's work out... Read More

How To Cut the Clutter and Win Readers

Most of us hate housework.Nevertheless, even the most hopeless slobs... Read More

Is Horror Dead?

I've noticed a big shift away from traditional horror recently,... Read More

Writing IS a Business

Why is it that so many people don't take writing-as-a-job... Read More

Become an Instant Author by Playing Well with Others

You wrote a tips booklet. Maybe more than one. Oh... Read More

Pages: Your Book of Life

Many of us dream of writing a book. Why not.... Read More

Writing Technique: The Restaurant Syndrome

Picture this scene.Your hero is sitting in a bar. He's... Read More

Why Should You Use Worksheets For Proofreading?

Proofreading worksheets are a great tool to help individuals open... Read More

Seven Suggestions To Develop a Superb Writing Style

Every writer eventually develops her own unique style of writing.... Read More

Story Structure - Final Conflict

Beyond three and four act story structure, lies the Hero's... Read More

Ten Tips to Help You Finish Writing Your Novel

1. Set aside a time to write and keep it... Read More

7 Essential Letter Writing Strategies

Based on the feedback that I have been getting from... Read More

Mexican Living: Lets Be Perfectly Clear

Readers often send me interesting and exciting e-mails about the... Read More

Writing Made Them Rich #5: Peter Mayle

Peter Mayle was born in England in 1939.His fascination with... Read More