How to Drive Business Results Through Everyday Writing

We are all writers. Whether it be emails, reports, presentations, or proposals — any business communication you can think of likely involves writing in some form. Yet, in spite of the fact that we spend large portions of our day clicking about on the keyboard, writing continues to be one of the most underrated professional skills of all time.

One thing is for certain — good communicators have an undeniable competitive advantage.

However, good writing isn’t necessarily seen, it’s felt. You understand the writer’s idea, you relate to their story, and as a result, feel connected to their message. According to research done by Harvard Business Review, these emotional connections are motivators that are proven to drive business.

So, as a professional, how can you ensure your everyday writing will create a strong bond with an audience and, therefore, drive results for you and your business? Here are 4 tips to help get you started:

1. Know Your Audience

What does it really mean to “know your audience”? I like to think of it as stepping into the shoes of the person you’re writing to. Ask yourself, what does this person care about? More importantly, why will they be interested in the story I’m telling?

For example, let’s take a look at two different openings for a sales email:

“Hi Jane,

I am an SEO specialist and would love to talk to you about what my company can offer you and your team.”

OR

“Hi Jane,

I know you’ve been thinking a lot about SEO and how to optimize it specifically for your marketing team. I have some ideas about how you can easily boost organic traffic to your website with a few simple changes.”

Notice how the second example opens with an issue that directly relates to the reader. By leading with this degree of detail, the reader will feel seen and understood. The writer also makes it very clear how they can help. They did their homework on the type of solution Jane needs, likely peaking her interest and urging her to read further. The first example, by contrast, is generic and impersonal, not giving her any reason to continue.

It might take a bit more leg-work upfront to really get to know your audience, but creating a meaningful connection with the reader in this way always pays off in the end.

2. Understand Context

Merriam-Webster defines the word “context” as “the parts of a discourse that surround a word or passage and can throw light on its meaning”. It’s something we rarely think about as an element of communication, but it’s one of the most important. Context is the frame in which the writer should build their entire narrative, always checking back to make sure they have stayed within it. It’s like taking a moment to check your form in a yoga pose: if you fail to adjust, you may find yourself doing extra work without reaping any benefits. You can check-in with context in your writing by:

• Asking yourself if the reader needs more information in order to process your message. This can be as simple as letting someone know why you’re reaching out in an email, or including an explanation in a report on why you’ve chosen to focus on one set of data more than the rest.

• Paying attention to how your narrative relates to the reader. For instance, instead of a general leave-behind about how your company’s product benefits everyone, personalize your marketing material to the specific industry you’re targeting, “throwing light” on what the product can mean for that client.

• Always coming back to your core message. Giving anecdotes and providing an explanation can help add depth to a piece of writing, but sometimes we can get lost in a story and drift off course. Make sure the reader is on the same page as you by reminding them how your story connects to the topic at hand.

3. Skip the Buzzwords

It’s tempting to use buzzwords. They tend to be everywhere in the corporate world, inundating meetings and company websites. They easily roll off the tongue and onto the page. However, the overuse of such terms not only runs the risk of causing a proverbial shiver up the spine, but perhaps more importantly, they are used as filler when people don’t really know what else to say.

By steering away from the latest office jargon, you’ll be forced to really think about what it is you’re trying to communicate. What is it that makes your product “innovative”? What does it mean to “move the needle” or be “client-focused”? In return, your communications will become more clear and feel authentic. Find out what you want to say, why it matters, and do it in your own words. Your readers will thank you.

4. Be Sincere

Sincerity can go a long way in business communications. To me this means a few different things:

• Be honest. Resist the temptation to oversell your product or service and don’t try to pretend to know more about something than you really do. Keep yourself honest by citing your sources, if applicable, and giving others credit for their ideas.

• Proceed with confidence, but keep your ego in check. Confidence is an attractive quality and will help you build trust with your reader, but in excess it can have the opposite effect.

• Be polite. It might seem like overkill, but always start emails with a greeting and end them with a salutation. You don’t want to give the impression that you’re rushing to get the message out, or that you just don’t care about the process. The simple act of saying hello and goodbye will make your reader feel invited to the conversation.

• Own up to your mistakes. It’s easy to try to blame others that aren’t in the room; a seemingly harmless way to take the attention off of yourself. But taking responsibility for your role in a slip-up and offering a solution in return will earn you much more respect in the long run.

Creating a connection with your audience in a business communication may take a little more time and attention to detail, but it will absolutely benefit you in the end. If you’re able to get to know your reader, check-in with context, avoid buzzwords, and be sincere, you are on the right track to building that positive relationship with your audience. By incorporating these skills into your everyday writing at work, you’ll begin to see valuable outcomes for yourself and your business.

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