Download 1. Features of Business Writing

An Introduction to English 113: Technical
Communication
Writing in the Real World
Good writing skills are one of the professional’s greatest assets. The term
Writing skills doesn’t just refer to the ability to write correct sentences, but to a
collection of skills used by writers when composing messages and producing
documents.
Many of the most important writing skills aren’t directly related to the act of
writing, but are concerned with the work writers do before they set pen to paper.
These skills include identifying and analyzing problems, defining objectives,
analyzing audiences, gathering, organizing and evaluating data, and anticipating
counter arguments. Other skills have a more direct relationship to writing, such
as the abilities to express ideas clearly, concisely and effectively, and to
construct logical, coherent messages. Professionals who possess all of these
skills are more capable of playing an influential role in their organization.
This handout introduces you to the distinguishing characteristics of
contemporary business writing, and gives you some tips on how to improve your
writing skills.
1. Features of Business Writing
There are several styles of writing, each with its own distinguishing features.
A. Academic writing
Tone: reserved, formal
Style: complex sentences, dense language
Academic writing is judged by its ability to persuade a specialized group of
professionals.
B. Creative Writing
Tone: varies, depending on author’s intent and medium
Style: often uses language for its own sake
Creative writing is judged by its ability to affect the reader, and to say something
in a different way. Often it is intentionally obscure.
C. Personal Writing
Tone: informal, friendly
Style: varies, often written for limited audience
Personal writing is judged by its effectiveness in communicating a message to
its intended reader or readers.
D. Business and Technical Writing
Tone: Semi-conversational to formal
Style: Direct, simple, clear, concise
Business and technical writing is judged by its ability to convey information
clearly and concisely, to persuade, and to motivate. The reader is central and
determines how the message is conveyed.
Business writing is unique in many ways. It usually addresses a wide audience,
and it usually has specific goals. It is generally considered effective if it
succeeds in what it sets out to do.
2. Business Writing Today
The criteria for judging business writing are not static. What was considered
good business writing fifty years ago would not be judged effective by today’s
standards.
A. Simplicity
Today, much emphasis is put on making business documents easy for readers
to understand.
Business writers must focus on several elements to make their messages
simple: suitable language, neat and consistent format, logical organization,
appropriate and positive tone and style.
B. Directness
Business writing has also become more direct.
Business writers make messages direct by clearly stating their ideas and
objectives.
C. Clarity
Effective business writing is also clear.
Business writers make messages clear by using words that are precise,
explaining their ideas with simple language, and by leaving nothing open to
interpretation.
D. Concise
Concise business writing is a must.
A concise message contains no unnecessary information. Business writers
include only information that readers need to respond appropriately.
Your objective is to convey your message to your audience effectively,
persuasively, and concisely.
3. Why Business Writing Changes
Many different factors influence business writing. These factors influence what
readers expect to find in a well-written message.
A. Technology
Information on practically any subject can now be gathered in a very short time.
People expect their informational needs to be met promptly and efficiently.
Readers expect speedy replies to their queries, and expect your document to be
accurate and informative.
B. Contemporary Business Culture
Most organizations attempt to build themselves around the needs of customers.
People expect organizations to give them individualized attention.
Readers expect your documents to give first priority to their needs.
C. Popular Culture
“MTV” culture emphasizes sound bites over communication, images over words.
People’s communication skills have weakened over the past two decades.
Readers expect easy-to-read and easy-to-understand documents.
D. Interdisciplinary Research
Difficult problems often have to be approached from many different angles.
Researchers often have to search across disciplinary boundaries for solutions.
Readers expect jargon-free business writing which can be understood by nonspecialists.
E. Globalization
“Globalization” is a loaded term these days – but is a simple fact that business is
international in reach. A single company might have employees and contractees
in a dozen different countries – and many of those employees may have a
limited grasp of English, or might be familiar with a different dialect of the
language.
Readers expect clear, accessible, standard English in your documents.
The needs, expectations, and limitations of the reading public have a great
influence on the characteristics of business writing.
4. The You Attitude
The You Attitude is the strategy of making the reader’s needs paramount when
designing documents.
Figure 1: How the Reader Influences a Writer’s Decisions
Presentation Purpose Editing Style
Revision
Organization
Arguments
READER
Content
Word Choice
Terminology
Information Tone Language Format
A. Address the Reader
An effective way of using the You Attitude is to address the reader directly. Use
pronouns like you and your.
B. Analyze the Reader
Before you begin drafting your message, consider the reader’s characteristics.
Look at the handout Components of Reader Analysis and use the information
you gather about your readers to design an effective message.
C. Watch Your Language
Be especially careful about the words you use in your messages. Try to avoid
using negative words and phrases such as bad, mistake, wrong, lie, fail,
hopeless, miserable, stupid, you must and you are required. Such negative
words and phrases will usually distance your audience.
D. Watch Your Tone
Tone refers to your attitude toward the subject of your message and your
attitude toward the reader. Using negative words makes a statement about how
you view both your audience and the subject. You adopt a negative tone when
you approach problems by complaining and blaming others. You adopt a
positive tone when you approach problems by presenting solutions and asking
for cooperation.
Employ the You Approach by letting the needs and characteristics of the reader
guide you as you compose a message.
5. Reader-Friendly Writing
Contemporary business writing is reader-friendly.
points in mind when editing your work.
Keep the following seven
A. Simplify, Simplify, Simplify
Your message should be easy to understand.
understand your point after one reading.
Readers should be able to
B. Use Less; Do More
Omit any unnecessary words, phrases, information, and paragraphs. Even
entire pages can sometimes be omitted. If it doesn’t add to or support your
message, take it out.
C. Avoid Big Words
Big words won’t impress anyone or make your message effective. In fact, big
words will distract the reader. Use words that will best convey your meaning, not
ones that sound impressive.
D. Be Precise
Many words and phrases are open to interpretation. For example, the words
good, bad, high, low, sufficient, heavy, big, and small are not very precise.
Be sure that your meaning is clear.
E. Use Sentence Variety
Use a variety of sentence patterns and vary the length of sentences to help the
reader move through your message.
F. Avoid Meaningless Words & Phrases
Don’t use a word or phrase unless you know exactly what it means. Also, avoid
clichés—worn out phrases that have lost their freshness and meaning.
G. Be Confident
Make your point early in your message.
substantiating problems and offering solutions.
Be clear when defining and
Effective business writing makes the reader’s job easy. Your messages should
be clear, easy to understand, concise and direct.