While the thinking behind your writing is more important than your writing style, you can sabotage the communication of your best thinking by not paying attention to a few key style principles.

Most of these principles might seem like common sense. Yet as obvious as they are, using them consistently is not easy. Applying them to your writing requires effort and practice. We continue to be amazed in our writing workshops by how obvious these principles seem to the participants, but how few of them actually apply them to their business writing.

You may also recognize the following principles because they consistently appear in style guides, writing courses, and books on writing. While many style principles exist that can help you be more effective, we have included in this lesson those most appropriate to business writing. For more in-depth instruction on style, we recommend The Elements of Style, by William Strunk Jr. and E. B. White.

Concise writing communicates more clearly, shows respect for the reader's time, and builds the writer's credibility. If you apply only one principle to your business writing, make sure it's this one.

Professor William Strunk Jr. makes the point eloquently in The Elements of Style:

Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all of his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.

With Professor Strunk's advice in mind, consider the following example.

Not concise.

The key objective of the Brand X promotion plan is to maximize trial in order to leverage the Brand X technology strength that provides super performance among consumers. To accomplish this, we plan to execute the identical three introductory events used in test market.

Concise

The Brand X promotion plan objective is to maximize consumer trial, leveraging the product's superior performance. We will execute the three introductory events used in test market.

Notice how the example with fewer words communicates more clearly.

Look for, and delete, phrases that overshadow the thinking you have worked so hard to clarify. We cringe when we see them. Your readers do, too. So if "The truth is," "The fact that," or "We think that" appear in your first draft, delete them when you edit.

For perspective, let's review some examples. Which version of each do you find easier to understand?

Not concise

The truth is that this plan carries significant risk.

Concise

This plan carries significant risk.

Not concise

The fact that we were successful in test market indicates that we will be successful nationally.

Concise

Our test market success indicates we will be successful nationally.

Not concise

We think that the plan will eliminate communication barriers and improve productivity.

Concise

The plan will eliminate communication barriers and improve productivity.

Your writing will be much more persuasive if you write the way you talk. Don't use flowery language just because you're putting pen to paper. Remember, your readers are busy people. They don't have time to translate or interpret, nor should you expect them to.

Not specific

We are very excited to be having this session, as we hope to achieve three very critical goals that feed next year's corporate Web presence. They are

Specific

We appreciate your attendance at the corporate Web presence planning session. We have three meeting objectives. They are …

Not specific

We hope that each of you finds Friday to be a very beneficial, and enlightening, working session. This is only the beginning. The results of this session will be incorporated into an overall strategic framework that will guide the prioritization and implementation planning for next year's initiative.

Specific

You should find Friday's working session beneficial. We will refine the initiative's strategy and plan based on the results we generate at the session.

Being specific is also critical when you're presenting data tables. Be sure to accurately label the tables. Assume that at least one of your readers is not familiar with the data or sources you're presenting.

Finally, don't use jargon or cliches; they communicate the writer's lack of clarity or vocabulary. Find the right word and use it.

Using the active voice will make your writing more inviting, and likely more concise and specific. Concise and specific writing leads to clear communication. If you're presenting a recommendation for approval, or a point of view for adoption, the clearer your message, the more likely it is to be adopted.

Consider the following examples of passive and active sentences. Which would you rather read?

Passive

What we need are your ideas for the new sales plan.

Active

We need your ideas for the new sales plan.

Passive

Mistakes were made.

Active

We made mistakes.

Passive

The results were reviewed by the executive committee members.

Active

The executive committee reviewed the results.

Using redundant words and phrases makes your writing appear sloppy and erodes your credibility.

Redundant (and grammatically incorrect)

The reason why sales declined is because of poor merchandising.

Better

The reason sales declined is poor merchandising.

Best

Sales declined because of poor merchandising.

Or …

Poor merchandising caused sales to decline.

Several years ago I received a cover letter and resume for an open position. The cover letter was addressed to the "Hiring Manager," but the salutation was "Dear Sir." I was stunned. That this person clearly assumed the Marketing Director was a male stunned me. I did keep the resumé and cover letter on my desk for a couple of days, but only to show my colleagues. I did not consider the writer fit for my department and did not respond to his application.

Using gender-neutral language not only keeps you from alienating your readers, but also makes your writing more specific.

Although the style of your writing is not as important as your thinking, it can increase your persuasiveness. By paying attention to these key style principles, you enhance not only your writing, but also your perception among others.