It’s hard to overstate the importance of
effective writing to the success of a business endeavour. The words you choose
to describe your idea, product, or service can make or break a prospective
transaction, and attract or repel clients. Furthermore, proficiency in writing
can make the difference between being perceived as a consummate professional,
or an overweening amateur.
The
basics always matter
In the era of spell-check, it’s easier to avoid
egregious spelling errors than it was in the past. But there is a pitfall: when
we rely on technology to correct our mistakes for us, we risk indulging in
complacency—which can yield errors of a different kind. Nowadays, “correct”
misspellings crop up frequently, like the following:
Delivery
service is available in over one hundred countries, on six contents.
...a
conveniently located house with an ensuite bathroom and specious kitchen.
Some misspellings/grammar mistakes are
distressingly common, even among highly educated people:
The French
Revolution lead to the ascendancy of
Napoleon Bonaparte.
It is
always important to chose one’s
words wisely.
For more on grammatical faux pas, see this page at Copyblogger, and this (more advanced) one at Lit Reactor. Where spelling is
concerned, this comic strip at The Oatmeal is both humorous and instructive.
Proofread
your work, twice
As an entrepreneur, you are certainly conversant
with time pressure and tight deadlines. But there is no substitute for
carefully proofreading your work. Pay particular attention to your company website
and social media, the foundations of your brand. Don’t underestimate the value
of a disinterested second pair of eyes; ask someone you trust, with strong
spelling and grammar skills, to peruse your work before you publish it. A
credible reputation for attention to detail is a priceless asset in the
business world—sloppy writing, on the other hand, is a red flag.
Aim for
clarity and economy of words
If there is a rule of thumb for effective
writing, it is that clarity and economy of words nearly always yield a superior
final product. Whenever you write something, ask yourself: “Could I convey this
concept more clearly, or in fewer words?” You may be surprised at how often the
answer is “Yes.”
Think of yourself as a journalist who is
attempting to shoehorn information into a limited word-count, highlighting the
most salient details.
Show,
don’t tell
Adjectives can be useful and illustrative in
proper measure, but many prospective customers are wary of being “over-sold.”
Accordingly, err on the side of too few adjectives rather than too many;
emphasize the tangible properties and past successes of the product or service
you offer. Testimonials from satisfied customers can be useful in this regard.
What particular want or need does your product fill? How, exactly?
Know, and
cater to, your readership
Understand the level of familiarity of your
prospective clients with your product. Avoid jargon wherever feasible, and use
your discretion in clarifying ideas and defining terms.
Clients will invariably ask questions, and some
queries may arise repeatedly. Keep a list of those that recur, and set up a FAQ
page on your website.
Read in
your spare time
One of the surest ways to enhance any skill is
to learn from others who excel at it. Read widely—news, press releases,
literature, magazine articles. Reading will help you expand your vocabulary,
learn new figures of speech, build linguistic precision, and gain general
knowledge. Staying abreast of current events and the latest advancements in
your industry is useful for networking purposes, too. The more you can impress
people with your expertise, and your ability to articulate it, the more your
prospective client base will grow.
