Reading Time: 10 minutes

Written Communication in Business

What is collaboration, and why is it so important for companies? Today's discussion looks at (1) what collaboration is, (2) the types used, (3) the challenges, benefits, and unintended harmful effects of collaboration, (4) strategies to promote collaboration in your firm, and (5) information on tools to use.

Archived Blogs
July 17, 2024
COLLEEN ATWOOD

Business communication means sharing (or exchanging) messages between two or more people inside and outside the office. Although face-to-face interactions are best, the internet has allowed companies to interact with a broader audience (and in more ways) than in the past.

To help illustrate the idea of business communication and its importance, we examine the following critical aspects: (1) the basic recommendations each message needs to include, (2) the fundamental elements of business communication, (3) factors to consider while drafting each message, and (4) how to ensure each message passes scrutiny before distribution.

What is Written Communication?

Written communication in business is any crafted message shared between two or more individuals (either internally or externally). Although effective, writers must remember that written messages are more formal than face-to-face conversations, and immediate feedback is only sometimes available.

Business writers tasked with inviting the audience to complete a specific action must carefully decide on the best way to get their message across, to whom they are speaking, and the proper tone. Further, a company’s reputation may suffer an adverse reaction to poorly written statements, so it is always in the company’s best interest to ensure that every part of the written message is correct.

Recommendations for All Business Messages

When business writers draft a message, they have a specific goal in mind for what they want their readers to do. Although each message may differ in scope, companies should ensure all communications fulfill the following requirements:

Each writer has followed the preferred style manual or in-house style sheet. (For more details on in-house style sheets, see Style Sheets: What Are They, Who Uses Them, and Why Are They Essential?)
The information presented has a logical order, the wording is precise, and the message is succinct.
The communique encourages the reader toward a specific action.
The document has all the relevant details for a subject and does not wander onto other unnecessary topics.
The message offers the correct level of formality and tone for the expected audience.
The writer only includes the germane facts and offers references and examples when necessary.

The Elements of Business Communication

The depth of required information and details needed for each message will vary. For example, sending an in-house chat message to a colleague asking a quick clarification question will differ from someone writing a blog post describing how to do something. Therefore, longer written communications should always include the following fundamental elements: (1) content and audience, (2) business writing structure, and (3) writing style.

Content & Audience

The content of the message is the subject (or topic of discussion) in the document. The audience is whom the message addresses. Before beginning the drafting process, business writers should ask themselves the following questions to help narrow down the details:

What is my goal for writing this message?
To whom am I speaking? Is there going to be more than one audience?
How formal does the document need to be?
What essential details need to appear in the message?
What experience do I have with this subject? How applicable is my experience?
Do I have relevant examples to share with the reader?
How do I want to share the message with my audience? Is one form better than another? Will I need to share this document in more than one medium?

Having solid answers to the questions above will help narrow down the type of structure and style for the piece.

Business Writing Structure

How a writer designs the message will vary depending on the type of communication, audience, and goal. A writer may use the inverted pyramid structure to draft their piece or design a document using a form they wrote in college.

The Inverted Pyramid

Commonly used in journalism, the inverted pyramid sometimes applies to business writing. The inverted pyramid places the most essential information at the piece’s beginning and follows with details. This method is effective because, in today’s business world, the chances of the audience reading an entire document before moving to the next typically sits at 20–25% (or more, depending on which survey you check). Ensuring the vital information appears at the top of the document means a writer has a greater chance of catching the reader’s interest enough to get through an entire piece.

For example, assuming we want a prospective client to buy a new product or service, we use the inverted pyramid as such:

Lead. The first level of the pyramid answers the who, what, where, when, why, and how questions of the product or service. It supplies a persuasive reason for why the customer needs the product or service. It also has a Call to Action (CTA) to buy the item.
Body. The second level gives more details on the product or service and a justification for buying from the company.
Tail. The final level supplies supporting information (such as statistics, testimonials, and case study details) to help the reader decide.

In other words, begin with the most critical information, follow with specifics about why the customer should buy the product or service from your firm, and finish with auxiliary data. Create an outline and input the details where they should appear. You may also find areas where added research may be necessary.

Traditional Writing Structure

Using the answers from the original questions above, business writers may use a more traditional form of writing a message for readers. Depending on the type of writing project, how a writer lays out their content will shape the reader’s positive or negative response.

Examples of the writing structure to use include:

Cause & Effect. Writers use cause and effect to explain how something (whether positive or negative) started and the potential impacts it may have in the future.
Compare & Contrast. Writers explain the positive and negative attributes of two or more processes, products, services, or other business-related information.
Given-to-New Order. A business writer begins with the information a reader should know and follows with added details to fill out the idea.
Global vs. Local Perspective. The writer approaches a problem, process, or situation by looking at the broader picture and then evaluating specific sections to help the reader understand what is happening.
Problems & Solutions. The writer will present an obstacle to the reader and offer a variety of ways to solve the difficulty.

Writing Style

Business writers adopt one of four writing styles in their document (descriptive, expository, narrative, or persuasive). Each style has specific expectations (or requirements) and helps to dictate what to include, the level of formality, and how deep your questions (or responses) should go.

Descriptive writing uses sensory details to create a picture. For example, describing what the outside of a building looks like (such as painted black but faded over the years into a dirty gray from the sun or covered in ivy) so the reader sees it in their mind’s eye.
Expository writing helps to explain, inform, and educate the reader about a topic. For example, textbooks used in school help students learn a subject by describing the problem and the ways to find the answer by adding logic and prior knowledge to the latest information.
Narrative writing tells a story using characters to help engage the reader. For example, an essay written by a local person who disagrees with the public’s opinion of them being a hero for helping protect a neighbor from a dire situation.
Persuasive writing helps to influence the reader to adopt a particular stance or take a specific action. For example, an opinion piece about a local political matter could change a specific industry, and the writer hopes to encourage an opposite response to what others might expect.

By ensuring the above elements appear in the document, a writer is closer to achieving their goal than when they first began.

Factors to Consider While Drafting the Communication

The fundamental goal is to catch the reader’s attention, keep it throughout the piece, and direct the audience toward a specific action. To reach this goal, writers must include (or exclude as necessary) the following information in their draft:

Avoid acronyms and abbreviations when possible. When writers wish to use an acronym, they should spell the words correctly first, then show the acronym afterward in parenthesis. That way, if the writer uses them in the document later, readers will have a reference point for the original. As for abbreviations, formal writing typically avoids using them. If the company does use them, they should appear on the in-house style sheet, along with when it is proper to use them.
Avoid repetition. Although repeating a point or fact is fine on occasion, doing so too often may adversely affect the message. Instead, find other ways to say the same thing. Repeating the exact words, phrases, or sentences throughout the document prevents the reader from internalizing the message as intended.
Avoid vague language. Ambiguous wording suggests that the writer needs to be more particular about their topic. Using precise language makes the subject clear for the reader. Unclear language also invites misunderstandings and potentially incorrect assumptions.
Be pleasant, courteous, and professional. Every word a writer puts on the page (whether hardcopy or digital) rings with emotion and personality. By ensuring the document assumes a neutral, friendly, and polite tone, the intended message stays true to the writer’s goal. The writing also stays professional rather than emotional. Use proper grammar and avoid using offensive (or biased) language.
Do not use filler words. A writer uses filler words (such as um, highly, like, you know, somehow, I guess, and appear) to give themselves time to produce the correct word they want. Avoid this at all costs.
Explain ideas as fully as possible. Complex information broken down into bite-sized pieces is easier for a reader to internalize. If there is a slight chance that the reader may misinterpret the topic in any way, take the time to explain it.
Limit the use of jargon. Industry jargon (or terminology) is always necessary in certain instances but typically confuses people outside of a specific industry. If the writer can avoid using complex language by using simpler words, the reader has a lesser chance of becoming confused.
Remove unnecessary details. Including needless information typically only confuses the reader rather than helps them.
Use personal examples when suitable. A writer’s professional experience (when relevant) is always essential to include. Doing so helps the reader understand that the writer genuinely knows what they are discussing.
Use short paragraphs and sentences. Avoid run-on sentences by shortening them. Make sure paragraphs have the correct punctuation.
Use simple language over wordy expressions. Using complex language implies a writer is trying to show (or reveal) their knowledge to the reader. Instead, use simpler words that do not require the reader to snag their closest dictionary. A writer’s knowledge shows itself in explaining a solution or convincing the reader to complete an action.
Use supporting data to help make the argument’s case. Business readers love data. Ensure all quantifiable data is relevant to the message, used correctly, and adds depth to the discussion.
Use the active voice. Active voice shows intention, while passive voice shows an action taken on something or someone. The active voice tells us what happened to someone, while the passive voice tells us what has already happened. Moreover, using the passive voice implies the writer is still figuring out their topic.
Use the company’s in-house style guide. Companies often have specific requirements for their internal and external communications. Usually, they supply an in-house style sheet for exact recommendations on what writers must (or must not) use in each message. If the company does not have a codified house style sheet, the companies may have a preferred style guide (such as The Chicago Manual of Style).

If a writer follows these recommendations, the editing process may be easier than expected. However, as all writers know, editing can be challenging.

The Business Editing Process

Once the drafting process is complete, the writer must decide whether they will self-edit or hand it over to a third-party editor. Regardless of who completes the edit, there are five critical areas of interest for the business editing process: (1) clarity, (2) cohesiveness, (3) completeness, (4) conciseness, and (5) concreteness.

(TIP: Remember to approach the editing process from both the reader’s and writer’s perspectives.)

Cohesiveness

Business writers should construct their documents based on a series of logical steps or ideas; explain one topic first, then introduce the second, third, and fourth by building on each point. Include only the information that is relevant to the document. However, the writer should explain each point clearly and use smooth transitions to introduce a new topic or matter.

The best way to do this is to use the standard three-tiered method of writing for each new topic presented. This method includes:

Introduce the premise. If the hypothesis (or argument to begin the discussion) needs clarification, the editor will notate the document for the writer to correct.
Supply supporting evidence. If the writing is missing relevant facts (or appears to be), the editor should recommend adding more material. On the other hand, if there are too many facts, the editor should likewise suggest removing whatever data is unnecessary.
Close with a firm conclusion. Reword and briefly touch on the most critical points and why the reader should think a certain way about the topic. Finish with a clear CTA to help guide the intended action. If this detail is missing, the editor should notify the writer.

Completeness

Completeness implies the writer has created a complete mental picture for the reader—the problem, facts, and solution(s). They have presented the material so that the reader can easily follow their train of thought (or logic) and will come to the same conclusion as the writer (or at least make the reader seriously consider an alternative perspective).

Moreover, the writer needs to address potential questions the reader might have. The worst thing a reader can do is leave the document with lingering questions (unless this is the writer’s intention). The editor should ensure that if they find themselves questioning anything, they bring it to the writer’s attention.

Conciseness

The person editing the document must make sure to remove everything unnecessary to the communication (or note the discrepancies and inform the writer of their recommendations).

The specific areas of interest for editing correctness include (1) abbreviations, (2) acronyms, (3) avoiding filler words, (4) industry jargon, (5) rambling expressions, (6) redundant wording, (7) run-on sentences, and (8) using the active voice.

Concreteness

Precise wording means using shorter and clearer words. Longer (or obscure) words might need clarification for readers and show that the writer is simply trying to fill the page with archaic or unnecessary vocabulary. Further, a writer adopts a specific word (or set of words) at the beginning of the document. In that case, the writer should keep that terminology the same later in the paper (especially when synonyms do not always mean the same thing).

Finalizing Your Document

After returning the document to the writer and the final corrections done, the next step is to publish the message using a suitable medium. Such a medium might be via blog, email, newsletter, social media post, or any other form adopted today.

A business writer must remember that written communications, once they go public, are difficult to change or adjust. By completing the writing and editing steps as outlined, they reduce the risk of misinterpretations and confusion by readers. A writer must further remember that feedback will take time. A written blog post might receive a delayed response from readers, which can be frustrating. If a writer is looking for immediate feedback, they must change how they communicate.

A Final Word for Business Writers

There are various steps in the drafting and editing process for business writers. By following the recommendations above, writers will find readers responding to their messages favorably (or unfavorably, depending on the purpose of the piece). Ensure every part of the written communication supplies the correct information as clearly and succinctly as possible. Refrain from including unnecessary details; remove everything that detracts from the piece’s focus.

If you have drafted a document but need more time to complete the editing process (or simply do not want to do it yourself), contact Atwood LLC to help. Click here for information on what we can do for your business documents. Check out the Contact Us page for a free 30-minute no-obligation consultation on how Atwood LLC can help your company with other writing projects.

Until next time.