Keep reader at the forefront when business writing

Anita Jenkins says that writers must think clearly about content, order of information and the right words for the reader. Photo / Supplied

Business readers are in a hurry.

They want to be able to understand - and act - on written information after just one reading

So the need for us to write clearly and concisely at work is possibly greater than it ever was. And the movement towards plain language is one of the strongest trends in modern business writing.

Sure, the formats for business writing keep changing. For example, instead of memos and faxes, we now prefer emails. Instead of holding meetings to brainstorm, some companies are using social networking tools to allow staff to share ideas.

But whatever the format for business writing, the content still has to be read, understood and used by busy readers.

Plain language is also the trend in legislation and public documents. Plain language is now seen as a necessity - and a democratic right. How can people comply with rules and regulations if they can't even understand them?

This was the reasoning behind several years of work to rewrite the Income Tax Act 2007. As Michael Cullen and Peter Dunne put it in their media statement of October 25, 2007: The purpose of rewriting the act was to produce tax law that is clear, written in plain language and is structurally consistent. That makes it easier for users to find what they need, to understand it, and to apply it, which in turn helps them to comply with the law.

So what can you do when writing to keep up with the trend towards plain language?

1. Keep your reader front-of-mind.

To write in plain language, you have to step outside yourself and focus on your reader. You must think clearly about the content, order of information and words that will work best for them.

Take time before writing, to ask yourself:

* What does my reader already know about this topic?

* What's my reader's level of technical expertise in this area?

* If I were talking professionally with this reader, what sort of words would I use?

2. Use words typical of a professional conversation.

Would you really say the following?

"Herewith please find enclosed the documents for execution in respect of the disposal of the aforementioned property, for return to the writer at the earliest possible convenience."

You're far more likely to say something like, "Here are the documents for you to sign for selling 2 Bell Rd. Please send them back to me as soon as you have time - ideally by Friday, May 2."

When it comes to word choice, modern business writing is finally starting to reflect the advice of writers like George Orwell.

Nearly 60 years ago, Orwell suggested several rules of writing for politicians. These rules included:

Never use a long word where a short word will do. If it is possible to cut a word out, always cut it out. Never use the passive where you can use the active. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.

3. Put information in the right order for your reader.

Always look for a way to "hook" your reader first. Develop a context that your reader will see is relevant for them. Then proceed with the details.

If you write more than a page (or a screenful), that's a long piece of writing from your reader's perspective. So make sure you start with the answers or a summary of the essential information.

What your reader doesn't want to do is travel with you on a long narrative journey. They don't want to be held in suspense as you introduce and discuss various points before presenting your conclusion. This "journey" may well reflect your process of gathering and analysing information, but it's tedious for your busy reader.

Once your reader knows what you conclude or recommend, they can decide whether to keep reading. And how much to read. As a business writer, there's no point in being "precious" about this. It's better to be realistic and accept that your reader will be skimming and scanning. So make it easy for them. Use practical tools like tables of contents, useful subheadings and bullet point lists to make content easy to find.

Other developments include the trend towards minimal punctuation. For example, writers previously had a set of prescriptive rules about where - or where not - to put a comma. These days, it's more important to insert a comma in places where a pause will help with clarity.

We're also seeing the salutation line in letters starting to disappear. Dear Anne ... But we've never met and you're not "dear" to me! So why would the business writer address a reader like that?

Often many readers will read a business letter, regardless of whom it's addressed to. So increasingly, the letter simply begins with a descriptive subject line, which tells the reader what the letter is about.

And the subject line no longer includes "RE:" nor uses all capital letters or underlining to add emphasis. These old-fashioned techniques add little value and can actually reduce clarity. Instead, modern business writers use bold and a larger font size to draw the eye and emphasise the subject line.

4. Moving from academic to modern business writing.

The trend towards plain language in modern business writing sometimes surprises new graduates. Many university faculties still insist that students write essays in the third person, using the passive voice. Writing to impress, using complicated words and sentences, seems to correlate with better marks. But at work, clients and colleagues value writers who can express complex ideas simply.

Readers relate to the content more readily when there are plenty of personal pronouns, short active sentences and plain words.

All writing at work reflects the organisation's brand.

Businesses are recognising that if marketing materials promise openness and transparency, emails, letters and reports can't be full of gobbledygook.

Many businesses are now committing to plain language by developing templates and style guides to help keep staff on track. Businesses are also providing workshops and coaching opportunities to help staff practise the concepts and receive feedback on their writing. Even more importantly, businesses are starting to ask readers, "What works for you?"

5. Testing new formats and styles with readers.

As new formats for business writing keep emerging and readers get busier than ever, new trends will emerge. But the key question for business writers will remain the same - can the reader easily get your message with one reading?

Leading organisations and successful business writers will follow trends that work for readers, and are consistent with the organisation's brand.

Anita Jenkins is a tutor at the Centre for Continuing Education at the University of Auckland and offers courses in business writing for the public and for organisations.