Readers approach a document thinking, “Why should I spend time reading this?” So if you plan to ask people to take action, consider incentives. Why or how would it benefit them to take the requested action? To gain visibility in the organization? Start with what’s in it for them.
When I mentioned business writing several years to a manager, he made a rather odd comment: “Our people don’t write much anymore. They primarily use email.”
It would be difficult today to find any knowledge worker who doesn’t do business by email. But that doesn’t mean they get the decision or action they want with their email—or that they communicate productively. If your emails and other documents are not accomplishing their purpose, consider the following reasons and aim to improve your writing:You may be writing like you tell jokes or stories: “Once upon a time, three salespeople walked up to a gate agent at the airport. The first guy says ….” Finally, you end with the punchline and hope for a laugh.
But some people take the rule far too literally and write emails and websites that mimic a disjointed, inaccurate conversation. In a casual discussion, we don’t always use complete sentences. We repeat words and phrases. We’re redundant with details. We make grammatical errors like “just between you and I.”
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