We have already noted that standards of written English are poor in many parts of the English-speaking world and that mastery of writing is an essential ingredient in building a successful business career.

Within an organisation, the quality of your writing will influence the view your peers have of you. If you write well, you will command respect and have the ability to influence others through communicating your ideas and your suggestions. Good quality writing is an essential component of grooming for senior management positions.

But it what you write to your clients that will have the greatest impact—not only on how you are perceived, but also on how your organisation is perceived.

In short, the quality of your writing can be a deal maker or a deal breaker when it comes to gaining business. Poorly written letters can be considered patronising to some clients who may be offended by your lack of care. Clients can also be aggravated by use of jargon, acronyms and such like. They may be terms that are clear to you but are they clear to others? And the worst offence of all? Getting personal details wrong!

Poorly written correspondence can lose business for you and your company. It is worth getting it right by following four simple steps:

• Get it right
  • Understand your purpose in writing and the outcome you and your company wish to achieve.
  • Ensure you meet your audience’s expectations.
  • Ensure your writing is clear of mistakes.
• Make it clear
  • Use plain English to express yourself as simply as possible.
  • Ensure that what you think you are saying and what your reader thinks are one and the same.
  • Edit your text to ensure that your main points are readily understood.
• Create the right impact
  • Choose your words carefully; construct your sentences carefully and layout your writing to ensure that it is easy to read and easy to understand.
  • Watch your writing style to strike the right balance with your reader and be prepared to adjust your style if cultural considerations are likely to get in the way of your normal style.
  • Adding a human touch to your writing will often be appreciated by readers.
• Focus on your reader
  • Write from the perspective of your customers by putting yourself in their shoes and reading what you have written from their perspective.
  • Favour positive, proactive words and avoid negatives that are likely to place barriers between you and your readers.

If you follow these few simple rules you will be well on your way to writing effectively.

Adapted from ‘How to write effective business English (Talbot)