Principles
Some time ago a college-level student working on a careers project asked me to answer some written questions about the work I do. The final question was "What do you think is important about effective writing in the business world?" I actually had to ponder a bit to come up with a concise answer, but I'm glad I did. My answer was as follows:
- Before you start writing, ask yourself "What am I trying to accomplish?" If you can’t answer the question, you’re not ready to start writing.
- Write to convey necessary information, not to demonstrate how much you know.
- Keep in mind that your readers probably don’t know as much about the topic as you do. If they did, they wouldn’t need to read what you are writing. Don’t tangle them up in jargon.
- On the other hand, they probably know more in some areas than you do. Don't patronize.
- Your readers may not be as fascinated by the topic as you are. You have to seize their attention and hold it every step of the way. Once you lose them, they’re gone and they’re probably not coming back.
- A good way to grab attention is to start out by addressing what the reader wants or needs. As wise man once said, "You may be selling ¼" drill bits, but all your buyer really wants is ¼" holes."
- Don’t throw in the kitchen sink. Make your most important point(s) and then shut up. Whether I’m writing a five-word headline or a 5000-word paper, I ask my client "If the reader comes away from this with just one new idea, what would you like that idea to be?"
Nice post. Wish I had read this 20 years ago when I was first trying to make it as a writer...could have saved me a lot of disappointment!
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