“See” the reader

Visualise your reader when you writeThe last tip on writing effectively in business: #Visualise your #reader. Billionaire Warren Buffett gets the right balance in his reports by writing for his sisters, Doris and Bertie – intelligent people, but not experts. (HBR, Mike Reed)

It’s all about the benefits

Tip 5 about #effective_writing in business: Focus on #benefitsFocus on the benefits, rather than the features of the product to people. Eg, “Keeps you warm in winter and cool in summer, thanks to its cotton-merino blend” works a lot better than “A luxurious cotton-merino blend fabric”. (Tips from HBR, Mike Reed)

To the point!

Effective writing in business gets quickly to the pointTip 4: Get to the point. Think like a #journalist – what’s the most important thing you need to say? Identify it, and put that first. Busy people need to get the point upfront. (Tips from HBR by Mike Reed, Reed Words, London)

Write for busy people

Use infographics and other aids to help people read quicklyTip 3: Recognise that your audience #skim-reads by glancing at a screen, picking out words and sentences. Use features like #sub-heads, #bullets, #diagrams, #infographics and #tables to help their understanding. (HBR review)

Don’t let your readers fall asleep

Cut the jargon to write effectively in businessTip 2 in our series on effective business writing: Choose short and more familiar words. Long, complicated words and sentences confuse readers. Cut the jargon! These tips are shared from an HBR paper (Mike Reed of Reed Words, London)

Tips to avoid a switch off

Writing well – and communicating effectively – is a critical skill for all in business. In the next few posts, we’ll share tips from a Harvard Business Review about how to write without boring your audience.

Use first person (I, we) to avoid stiff formality in your writingTip 1: Talk like a human, not a business. One way of avoiding stiff formality is to write in the first person. So, instead of: “Jones and Jones is a residential agent offering customers friendly, clear and straightforward advice”, say: “We’ll give you the clear, friendly home-buying advice you need.”

Next post: Avoid complexity



Quo Vadis Communications supports the initiatives to eliminate gender-based violence (GBV)and calls on all South African business leaders to give their support in both vocal and practical ways. “Our economic progress will be stifled and limited if more than half of the population lives in fear, is recovering from violence, or away from work in a criminal justice process.” (Jennifer Smout, Commissioner for Gender Equality)


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