Rules to Good

Business Writing

Less is more.

What you say is more important than how much you say.

Rule # 1

Declaration of Independence:

440 words

Total cereal: 1,268 words of copy on the box

Further to the email conversation below we have gone through the Ominuture site structure that you sent through to identify the pages that we would like to have re targeted. I have extracted from your document the two pages which identified the pages that we believe should be tagged and exported them over to a fresh word document, please see attached.

Original Version

Revised Version Attached find a revised document identifying the pages we believe should be tagged following a review of the Omniture site structure.

Uncover insight and thoughts.

Facts are interesting but insight is persuasive.

Rule # 2

Original Version 86 words, 4 statements

Revised Version 36 words, 2 statements

Adopt an active tone of voice.

The message should be listened to by everyone (passive voice)

Everyone should listento the message (active voice)

Rule # 3

The active voice in business writing allows your communication to be:

– Concise – Dynamic – Personal – Direct, even forceful

Passive voice (indirect)• The entrance exam was

failed by over one-third of applicants to the school

• The brakes where slammed on by her as the car sped down

• The bicycle has been damaged

Active voice (direct)– Over one-third of the

applicants to the school failed the entrance exam

– She slammed on the brakes as the car sped downhill

– I have damaged your bicycle

Some “proven performers” have proven us otherwise, causing us to find new sites, placements and targeting tactics. Moving forward we recognize we should be more conservative with our projections for these sites.

Original Version Passive tone of voice

Revised Version Active tone of voice

We will adopt more conservative projections for new and proven performing sites.

I have included on this email a presentation that we prepared for Doreen regarding Boomerang.

Original VersionPassive tone of voice

Revised Version Active tone of voice

Attached a presentation on Boomerang we prepared for Doreen.

Visualise ideas.

Visualize your ideas first. Then write

them. It will save you from writing as

you speak.

Rule # 4

Adapt to the delivery format.

Your writing should adapt to the format of

delivery: email, presentation, document

Rule # 5

Original Version (Avis presentation)Not suitable for presentation. Suitable for documentation.

Revised Version Suitable for presentation.

Tips on Rule # 5 In Powerpoint the slides are not the presentation.

Slides shouldn’t say everything you will. Highlight key words and phrases in blue – the

brain likes colour! The 6 x 10 rule for presentations

No more than six lines per slide No more than ten words per line

Include an executive summary for lengthy documents

Checklist Checklist

1. Write a one line reminder Before you begin writing summarize your document with a short headline e.g. Five Rules for Business Writing

2. Think of the readers questions Give the who, what, when, where, and why

3. Adopt a plain writing style Seek to persuade and inform, do not write as you speak

4. Keep it short Less is more

5. Give the reader a map Summarize and highlight major points – use bullet points and lists

6. Stress benefits not features Your writing should be persuasive Perfume industry. Perfumeries do not sell stuff that makes you smell nice

(the feature). They sell romance (the benefit).

ChecklistChecklist