Getting down to the serious job of business writing

3rd Dec, 2015

| by writesolutions

It’s not every content writer’s cup of chai, or coffee either

To write business content is to put out pithy, precise copy for a specific purpose. The purpose, undoubtedly is to grab the busy consumer’s over-stretched, highly limited attention span.

Creative writing may involve the long-form of story-telling, but business writing is staccato-styling, even when you are trying to tell a brand story. There is no room for long, meandering sentences that business leader (potentially, your reader) has the time or patience to wade through.

Therefore, in business writing, sentences are deliberately structured to flow easy, and create simple imagery to stimulate the reader’s imagination. What is obvious is never said.

Assuming that your audience’s average IQ, would be slightly higher than the IQ of the consumer of a lifestyle, or a Midday style tabloid, business writing involves getting to the point in the shortest time possible. It also involves presenting information in an easy-to-digest format.

Here are a couple of illustrative examples-

Creative: Tim slaved away in the kitchen chopping and dicing carrots for his famous award winning stew.

Business: Tin was in the kitchen preparing his famous stew.

What differentiates creative from business writing?

For starters, the difference lies in their objective. Creative writing is about rabble-rousing; while business writing is about making consumers familiar with your products and  services and how consuming these can simply their lives.

Business writing focuses on providing crisp, to-the-point information that stimulates the left brain (It rules logics and reasoning). Lifestyle reporting tantalizes the right side of our brain, one that rules emotions.

Finally, creative writing follows a clear format. There is an introduction, the body and a happy ending. But business writing demands customer testimonials, “how to..” explanations, heavy use of statistics etc., to drive home the point of the usefulness and superior quality of a product or service.

How do you get to be the best business writer in town?

Start by being succinct. No one has the luxury to browse through reams of tedious copy that is meandering in all directions, without rhyme, reason or respect for the reader’s time. Here’s how you can ensure that your copy does not get tossed aside:

•       Know your objective – what exactly do you want to convey to your target consumer?

•       Use language that’s friendly and de-jargonized. There is no quicker way of scaring off a small trader, scouting for a bit of business-related information on your site, than by bombarding with tech-heavy words, thus, making him feel squeamish and uncomfortable about all the changes happening around him, that he’s so clueless about!

•       Focus on facts. The more number-crunching you do, the better would be your chances of winning over a businessman/business consumer, as they find the ‘cost-benefit’ analysis absolutely sexy. Tell them exactly how much they stand to lose by not subscribing to your service; or how much they can hope to save per annum, if they order ‘this or that’ piece of a productivity-boasting software.

•       Junk all the superfluous adjectives and adverbs – they have no place in business lexicon.

Got queries?

Shoot those to us, now. We’ll be happy to take your volleys.

(The author of this piece is currently interning with Write Solutions).

writesolutions

Radhika Sachdev

Content Strategist

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