Business Writer's Blog

Writing White Papers That are Read

David K. Speaker — Thu, 13 Mar 2008 13:51:00 +0000

White Papers are a useful tool for many businesses. They can be used as a marketing tool, and a customer information resource. With the right layout and design, critical information can be transformed into a high value business tool.

The trick is to present the information in a way that keeps readers reading, instead of boring them instantly, or scaring them away. Highly relevant content is one essential part of the task. The other is presentation, visual appeal, and user-friendliness.

A good white paper writer masters layout techniques, and never presents a dull document.

Writing Tip 24 - Highly Recommended Business Writing Book

David K. Speaker — Fri, 02 Mar 2007 01:40:00 +0000

I recently read a great book on business writing by Susan St. Maur, who is a business writing consultant and author based in Britain. Yes, even professional business writers like me seek the knowledge and experience of our peers (other professional writers).

The book is The Easy Way To Be Brilliant At Business Writing, and can be found here: http://www.bookshaker.com/product_info.php?ref=49&products_id=126.

I recommend this well-organized and concise book to anyone seeking a general business writing overview filled with real insight into what works with various business audiences and why.

In The Easy Way To Be Brilliant At Business Writing Susan covers a lot of ground in a short, easy-to-read volume. Subjects range from all relevant "who is your audience and what are they getting out of it" issues, to the basics of grammar, editing and style, to the details of business writing environments (delivery devices - online, emails, websites, etc.) dominating today’s fast-paced business practice.

The mechanics of these writing mediums and the way they are used by audiences are explained to aid writing’s object: effective communication. Ms. St Maur delivers many practical suggestions focused on contemporary business writing and the technologies that bear upon the process.

Also explained and distinguished are various common types of business writing and document functions, and why each requires its own approach. Simple, but helpful descriptions of the basic structural elements of various business document types are provided.

Taking issue with the lingering formalities of a bygone business writing era, Susan appropriately notes that many are inapt in today's digital-quick business communication mediums. She speaks wisely, for example, of the difference between being sloppy or careless (which makes you look stupid) and relaxing the grammarian’s formality (which makes any non-high-brow audience more comfortable). Ms. St. Maur also astutely points out that for the business writer, punctuation is a tool.

Punctuate to be clear in your meaning and understood. Don’t worry about pointless punctuation formalities that no one cares about or remembers anyway. Couldn't have said it better myself.

Aside from being packed with useful writing tips (with a convenient tip summary at the end), this book is friendly, readable, down to earth, and really hits the essentials. It’s an honest manual that any business person seeking to communicate better should have at hand. I plan to add it to my shelf … and use it.

Business Writing Tip 23 - Using Big Words - Remember Your Reader

David K. Speaker — Wed, 28 Feb 2007 16:22:00 +0000

Many good writers put a lot of thought into what they're saying. Sometimes they put so much thought into it that they begin deploying large, ill-fitting, or obscure words. In attempting to be eloquent, they succumb to the allure of demonstrating their writing capacity and sophistication. They are enamored with their own word power.

Unfortunately it often comes across as condescending, or worse, pointless, to the reader. The big words diminish the point or don't fit the article's subject or purpose. Young writers are often guilty of this. If they're good, they get a little full of themselves, or they feel they have to prove how smart they are. So they use words that aren't commonly heard in conversation, and that's when they start losing their audience. They've begun writing to see how impressive they look on paper, instead of writing for, and reveling in, how well the audience receives and understands.

Business Writing Tip 22 - Framing the Issue

David K. Speaker — Tue, 14 Nov 2006 14:18:00 +0000

Framing the issue or question at hand "clearly" has many advantages. Sometimes this requires simplifying difficult ideas. If you are negotiating or attempting to resolve an adversarial situation, you gain an advantage by clearly framing the issue before the other party does, since all answers depend on the questions asked. If you frame the issue, you're better positioned to control the dialog.

After you've framed the issue satisfactorily, present the framed question or issue to your reading audience within the first 60 seconds of their review. Deliver the goods right up front. This strengthens the issue framing effort.

Part of framing an issue or question effectively is assuring that your underlying premises are unassailable. Framing must be done in a manner that enables the reader to "get their mind around" an issue or question, and feel comfortable with the decision they have to make.

A properly framed question or issue delivers the answer or solution to the reader at the same time, without stating it. When this isn't possible, then immediately follow the question with the answer, demonstrating that your answer is the obvious one.

When your "framing" governs the dialog, you are more likely to accomplish the mission of your writing.

Business Writing Tip 19 - Definitions and Vague Words

David K. Speaker — Tue, 31 Oct 2006 21:23:00 +0000

When writing documents that other parties are going to rely on, or which govern a relationship, don’t make assumptions about the words you choose. For example – the phrase “timely payments” could be perfectly clear to you, because you know how you mean it. But you must be sure all parties governed by the document know how you mean it in the document’s context.

Be aware of the context in which you use the phrase. In our example, timely payments may mean any number of things to different people. A creditor may think a payment is “timely” if it arrives by the due date – but is that the only logical or appropriate standard? No. Standards of timeliness will depend on the reader’s (or party’s) perspective. A lawyer may think a payment is timely if it was made in time to prevent a lawsuit from being filed, a business owner may think it’s timely if it prevents the company from going under, and a consumer may think a payment is timely if it’s made in a manner that doesn’t impair a credit record.

Be aware of the innuendo that may be created by use of a phrase like timely payment. Would someone reading that phrase assume the party agreeing to make a timely payment also had a duty to protect another party’s credit rating, and that credit protection was the nature of the obligation being assumed, even though the rest of the document did not mention credit issues? Be careful.

If a word or phrase is subject to differing interpretations, or innuendo, define it. That’s your job as a good writer. Don’t leave it up to the reader, and don’t leave it up to what’s logical to you. Anticipate the varying interpretations of the phrases you choose.

Business Writing Tip 18 - The Nature of Opinion Evidence

David K. Speaker — Sun, 15 Oct 2006 20:01:00 +0000

On the nature of evidence, don't assume that your opinion is unfounded merely because you are unable to find published corroborating statements. Your own experience and observations are a quite sufficient foundation for your opinion, provided you are fair and rational in relating same, and admit of your limitations (i.e., what you don't know).

Business Writing Tip 17 - Agreements - Focus on the Parties Not the Lawyers

David K. Speaker — Wed, 30 Aug 2006 21:10:00 +0000

Budgets, time, and contract psychology often don’t afford the luxury of including every conceivable contingency, or running negotiations into the ground over minutia. Just because an issue may be present doesn’t mean it can’t be deliberately omitted. When writing agreements that bind multiple parties, distinguish between what is essential to the bargain, and the superfluous. While it is important to address expected and likely future contingencies, it can be an exercise in futility to attempt to address every imaginable contingency.

First, make sure the agreement serves the parties’ objects, and says what the parties intend for it to say, and not what professionals charging for its legalese say is standard. Second, verify that the objects of the document and the parties have been addressed clearly. Does the Agreement leave any doubt or confusion about what the parties' obligations are? Here’s how we see it: Agreements ought to serve the interests of parties, not lawyers.

This isn’t to diminish the importance of what lawyers do; there are times when the protection afforded by a long, detailed contract is appropriate. What we are saying is that complexity and lengthy content can actually make an Agreement more likely to breed confusion and conflict, and that when provisions are not absolutely necessary to address reasonably likely future contingencies affecting the Parties' rights or duties, leave it out and stick to the deal’s subject. People don’t like to be confused or intimidated by a contract. In fact they are more likely to disregard the contract if they don’t understand it, or if they perceive it as a bunch of gobbledygook.

If an Agreement is clear, honest, and simple parties are more likely to perceive it as “fair”, more likely to honor it, and less likely to hide behind its confusing provisions.

Two things are certain:

- you'll strengthen your negotiating position with the other party
- and you'll spend less time and money on lawyers when seeking their counsel

If you first present them both with a clear, well-written document embodying or explaining a deal, rather than asking them to start from scratch.

Keep Your Audience in Mind

David K. Speaker — Wed, 23 Aug 2006 19:19:00 +0000

Always think of what you're writing with your audience's abilities and limitations in mind. Be careful not to leave out information that you know, but that the audience may not.

Broadcast Email List Editing Protocol

David K. Speaker — Tue, 15 Aug 2006 23:03:00 +0000

Here’s some rather mundane, but useful, information I’ve learned about preparing long lists of emails for posting to a broadcast email list. Depending on where your lists originate, the condition of entries can range from perfect to deplorable. The latter is unfortunately most common.

In order for the email engine to accept the batch addition of emails to your list, each entry on the list you’re uploading has to conform to a certain protocol. For every entry that doesn’t conform the uploading process will be interrupted. This can become very time consuming, and it can cause you to lose track of where you’ve started and stopped.

So it’s best to have meticulously edited your batched list additions before attempting to upload them to you list server. This will minimize the time necessary for the uploading process. And it will make your email lists more valuable should you wish to share them with others.

Before uploading to your list engine (server), screen the list as follows:

First, alphabetize the list in Excel. Then copy the list into Word and convert the table to text. Now you’re ready to edit by searching for the protocol breaches.
• Get rid of all caps – change all to lower case (this is easily done by hitting Ctrl A (for all), then Alt O (format), e (change case), then l (lower case), then OK).
• Search for red or green squiggles – they usually point out a problem. If you don’t recognize .extensions, see the list of working extensions below. If you don’t recognize an extension, verify by going to that website. If the website’s there, then you’ve confirmed the validity of that extension.
• Search for white space – blanks breach engine protocol.
• Search for “&” - it can’t be used left or right of @ usually can be replaced with “and”
• Search for “_” underscores: left of @ they are OK, right of @ they have to be changed to dashes –
• Search for commas “,” – they don’t belong in email addresses at all, delete them
• Search for “#” - often it’s typed as a mistake for @
• Search for “2” - often it’s typed as a mistake for @
• Search for “..” – change to just one .
• Search for “,.” – get rid of comma
• Search for “.,” - get rid of comma
• Search for “.com.” – eliminate the last “.”
• Find missing @s every email has to have one or it will be rejected by engine. This requires a careful line-by-line visual examination of your whole list.
• Finally, search for names you don’t want included in the list. Delete them to save embarrassing moments.
• Search for “;” and “!” and “/” – delete all. None have any business in email addresses.

I have found that the following extensions are OK –

ae ar au be br bs cc cn co de es et
gr id il in it jo lb mx no pa pt sg
sn tr ve za hn tv pe

There is probably some software out there that can do all of this, but I haven’t had the privilege. So, if you have a list, but don’t have such editing software, try the above to shorten your posting process.

Writing Tip 14 - Organization

David K. Speaker — Tue, 01 Aug 2006 19:41:00 +0000

How often do you find business forms with long paragraphs and jumbled ideas? Unfortunately, we're often forced to read such things in business, and who has the time?

I came across one the other day that I had to read three times to understand. Written by a very knowledgeable construction consultant in a letter to the editor of a magazine, this piece had a lot to say. While I could see its point with effort, the point was jumbled and didn't strike clearly at all. Its cumbersome visual appearance interferred with getting the writer's important message across.

In cases like these, first, separate the sentences and identify a subheading (paragraph label) under which each sentence fits. While a short document may not need subheadings, they will help the writer identify paragraph subjects. Key words in the first sentence of each paragraph may be italicized further distinguish the paragraph's basic idea.

By separating a long rambling paragraph into a series of smaller paragraphs, related thoughts and sentences can be presented in a more orderly fashion. This usually shortens the piece and has the added benefit of making the point quickly and efficiently.

Writing Tip 13 - Word Choice

David K. Speaker — Tue, 11 Jul 2006 15:24:00 +0000

When writing be aware that your vocabulary is limited by your experience. Reaching beyond your own vocabulary enriches your writing. So many words are available in the English language, yet most of us aren't familiar with but a fraction of them. Granted, many available words are unlikely to be understood by most readers, but for each one of these, there are 2 or 3 gems not often used but widely understood and interesting. Challenge and inform your readers by using words they may not be familiar with, but should be. Don't go overboard by using words that are too ivory towerish, condescending, or obtrusive (unpleasantly or unduly noticeable).

Pepper your writing with words outside your customary vocabulary. Just don't overdo it. Making a deliberate practice of this over time is sound writing policy.

Writing Tip 12 - Business Agreements

David K. Speaker — Wed, 05 Jul 2006 16:05:00 +0000

When writing an agreement to bind two or more parties, distinguish between what is essential to the bargain, and the superfluous. While it is important to address reasonably expected future contingencies, it is an exercise in futility to attempt to address every imaginable contingency. Consider the odds of a contingency's occurrence; if it is slim, leave it out. Balance the possible usefulness of addressing contingencies against the values of brevity and clarity.

Make sure the agreement serves the objects of the parties, and not the objects of professionals who are charging for its legaleze. If an agreement is a burden for its readers, it's less likely to be honored, and more likely to confuse. If it's clear, honest, and simple then the parties are more likely to perceive it as "fair", more likely to honor it, and less likely to hide behind its confusing provisions.

What's Your Point?

David K. Speaker — Wed, 21 Jun 2006 16:19:00 +0000

Before you start writing, ask yourself this: "do I know what my point is? What is my point?" Define it for yourself.

I can ususally tell when I see poor writing because I begin asking "what's the point?". Readers should not have to ask this question. If they do, the writer is making them work too hard, or has become lost in the superfluous.

The old adage "First tell the reader what you're going to say, then say it, then tell them what you said." is one way of making your point. But, it's not always necessary and carries its own risks (like boring your reader or wasting their time). Usually you can make your point once, as long as it's clear and not lost in the mix.

During your final review assure that you have in fact made your point. Have I made my point?

Writing Tip 10

David K. Speaker — Mon, 05 Jun 2006 12:59:00 +0000

Editing -

To improve your editing, make it a multistep process. First, examine the document for grammar, syntax, wordiness, and sentence structure.

Then, once you've completed the initial clean up, start again focusing on overall content presentation and logical flow. Rearrange accordingly.

Third, examine again carefully for extra words that may appear after reorganizing.

Finally, ask a few questions:

Is there an informational gap that needs a bridge?
Does anything need highlighting or headlining?
Could content be presented more efficiently in a different paragraph format, such as bullet lists or offset?

Business Writing Tip 9

David K. Speaker — Sat, 27 May 2006 14:13:00 +0000

Thorough research can be the lynch pin or tipping point when you must persuade. You can write forever, but without proper supporting documentation or references to illustrate the veracity or merit of your statements, you'll lose the discerning in your audience. Critical readers need something they can rely on to justify making a decision. If you don't enable them to readily see that reliable information, you'll lose their interest.

Writing Tip 8

David K. Speaker — Fri, 26 May 2006 13:42:00 +0000

For those aspiring to be writers, don't be too hard on yourself. Most good writers took quite a while to become good. It's a process of time, experience, and recognition of your incompetencies. Be true to yourself, recognizing what you are, instead of trying to be what you are not. Adopt writing practices and disciplines that work for you, that make you comfortable, instead of rushing to embrace what works for others.

Business Writing Tip 7

David K. Speaker — Mon, 22 May 2006 12:43:00 +0000

When writing for others, you may find it necessary to accommodate their style, but do so only if you don't compromise substance or clarity.

Writing Tip 6

David K. Speaker — Wed, 17 May 2006 12:50:00 +0000

Organization -

Take the time before you start writing to outline the major subjects and points to be covered. Scrutinize the outline for orderly, logical flow, and balance. Much of your outline may come from notes you have compiled as thoughts were occurring to you. You don't need to have an outline before you start compiling notes, but the outline will help organize the notes.

Then start writing.

Opinions and Writing

David K. Speaker — Mon, 15 May 2006 18:12:00 +0000

While everyone has the right to an opinion, most opinions are valueless, mere emotional expressions, or repeated rhetoric. Opinions expressed without a supporting argument are worthless and quickly dismissed. Opinions expressed with substantive support have value, and merit attention, because they inform, educate, or engage the listener or reader.

If you had more facts, or different facts, your opinion would likely change. (Unless your opinion is based upon clear and unchanging values.) A mistake commonly made is to assume that the facts as one understands them are in fact the real facts. Few permit themselves to see what they can't see. That is, the facts that do not appear to them.

Perspective

David K. Speaker — Tue, 09 May 2006 19:56:00 +0000

Your view of things is always dependent upon your perspective. One must therefore be cognizant of one's perspective in order to see clearly.

- David K. Speaker

The Little Advantanges

David K. Speaker — Fri, 05 May 2006 13:49:00 +0000

"Human Felicity is produced not so much by great Pieces of good Fortune that seldom happen, as by little Advantages that occur every Day."

-- Benjamin Franklin (Autobiography, 1771)

Bad Records Breed Conflict

David K. Speaker — Tue, 02 May 2006 13:14:00 +0000

Few people I encounter are able to focus their minds eye on the plight of another when considering their own course of conduct regarding that person. Empathy, as a standard part of one's interactive arsenal, is rarely seen and not to be expected.

Few people I encounter fairly, accurately, or regularly recall the benefits bestowed upon them by another, when it comes time to hold that other to account (regardless of the subject of the accounting). Their accounting recollection is remarkably one-sided and self-serving. They focus only on what they've given or what costs they've incurred, and what they're owed ... forgetting what they've received. It's only their side of the story that they are concerned with, only their viewpoint that they consider. They naturally resist a genuine effort to observe the whole picture from both sides. Much conflict originates here.

Time passing erodes the quality of memory, and not only distorts what is recalled, but magically creates history recalled that did not actually occur. It is a natural cognitive defense mechanism.

When bestowing benefits upon another always keep a record, a ledger or journal, so that when it comes time to account, history is clear, and memories cannot be selective.

- David Speaker

Business Writing Tip 5

David K. Speaker — Mon, 01 May 2006 17:50:00 +0000

Business Writing Tip 5 - Ambiguity -

Do you know when you are being ambiguous? If not, you should. Ambiguity is something the skilled writer controls; it is usually a flaw, as its presence leads to confusion. Why? Because an ambiguous word is one capable of more than one meaning. It is rare that a writer's object is to confuse the reader. Knowing when ambiguity serves your purpose vs. when it encumbers your writing requires that the writer understand its utility and features.

Ambiguity should not be confused with vagueness. They are distinct. Sometimes vagueness is a useful tool, as when limiting the disclosure of information or the full context.

Fuel Prices

David K. Speaker — Sun, 30 Apr 2006 17:24:00 +0000

OK, so let me get this straight. The oil industry is making "record" profits we're told in a remarkably insulting tone, but no one in the media, and no one in government, is explaining anything economically meaningful or relevant about profits ... like their context.

They tell you what the dollar amount of these record profits is to make you gasp. "Oh my God", you think. "No one should make profits that high and get away with charging high gas prices at the pump. Average Joe can't afford it and these guys are getting obscenely rich off average Joe." It's a terrible thing, we can't let it happen. Lets ridicule the mean nasty oil companies into reducing their prices. Yeah, that'll work. Right. All of the uninformed Americans are going to dictate management policy to some of the largest, most successful, and most regulated business enterprises in human history? What does the media think?

But do those in media and government who should ever tell us, what those obscene "record profits" mean as a percentage of sales revenues? Or as a percentage of operating costs. Do they ever tell you what the total operating costs or sales revenues are for these extremely efficient and successful companies? Much less, how these percentages compare to other major industries with similarly complicated infrastructure? No, they never do, and it's obvious why. If they did, the issue would go away and their folly would be exposed.

No one in the media or government is explaining the economic and market factors that govern retail gasoline prices, and who the various parties are that control those factors. Or which of those factors can be controlled. It's not the oil companies. Nor does anyone ever tell you what the oil companies have done with their profits. Why? Because if they did, you'd be satisfied that oil companies are doing exactly what they must to assure the future success of their companies, their duties to their shareholders, and the efficient delivery of fuel to their customers.

Finally, does anyone in the media or government ever compare the percentage of every dollar you spend at the pump going to the oil companies' profits to the percentage of that dollar going to government coffers? No! It goes without saying. Who's making the "windfall" here? The taxing authorities are making the most, yet they do nothing to bring a gallon of that fuel to the delivery point, except to encumber the process every step of the way. And for these guys on Capitol Hill to express indignation at the oil companies? When did we become so numb to reality as a culture that these politicians hold us in such low regard that they are comfortable standing up there making these absurd statements and innuendo about it being an oil industry problem that the politicians will make better for us?

Lots and lots of other things that average Joe needs and consumes every day have also gone up and up (look at real estate for example). Certainly no more than gasoline has, but no one's bitching about that, or calling for hearings. Let the markets work. If you can't afford the gas, don't drive as much. Is there any real news out there?

Copyright 2006 David Speaker

Business Writing Tip 4 - News Releases

David K. Speaker — Wed, 26 Apr 2006 14:01:00 +0000

When Writing News Releases

To increase your news coverage, the Dow Jones News Services's managing editor suggests this tip:

Include a "significant paragraph" at the beginning of the release. That's a concise explanation of what the release is about and why it's important.

Source: Communication Briefings, Volume XXII, Number 1, page 3, citing, Robert D. Prinsky in Jack O'Dwyer's Newsletter, JR O'Dwyer Co., 271 Madison Ave., NY, NY 10016.