Alex Lowe on Software and Startups

Writing for business is something everyone needs. Whether it’s writing a letter to your local congressman, writing an email to a client, or creating an investor presentation good communication is a must. All professions and people can benefit from improved business communication.

There are two things I want to cover in this article. One, a list of specific types of sentences that can help you be more concise and powerful in your delivery. Two, is a list of more general tips and suggestions that can help your writing in general.

Powerful Sentence Structures for Business Communications

There are five types of sentence structures I recommend in writing business copy.

1. Definition
   • This is a pretty straight forward sentence. It’s a simple definition of a term. Defining terms, concepts, or ideas concisely in a single sentence demands less of your reader. You should not expect your reader to remember an entire page in order to define a concept that supports a greater message.
   • Example: The HelpAide program provides affordable healthcare to lower income, uninsured families by offsetting costs through charitable contributions.
2. Relationship
   • This sentence is used to define how two separate items or concepts are related. It provides context so your reader does not have to draw assumptions themselves. Relationships also assist in furthering definitions.
   • Example: HelpAide is similar to existing HMO and PPO coverage plans but are targeted towards emergency medical care.
3. Cause + Effect + Reason
   • The structure of this sentence is defined in it’s name. Western culture follows the philosophy of cause and effect. Use it in your writings. In a sentence you should give a cause, effect, and reason for that effect. This provides a complete understanding very quickly and very concisely. By stating the entire relationship in a single sentence readers don’t have to have long term memory or figure out that your reason was in support of an effect five sentences previous.
   • Example: Healthcare costs are at an all time high and therefore unreachable to a growing number of citizens due to increased demands on the healthcare system and a discrepancy between low income families and cost of living in general.
4.  Claim
   • The claim is a direct statement of what you’re trying to convey. Don’t let your reader have to try and tie everything together and draw a conclusion, no matter how logical you think it is. Make your claim. Make it clear and without vagueness.
   • Example: HelpAide is the best solution for fixing the current healthcare accessibility problem for the poor.
5. Direct Request
   • The direct request is similar to the claim but is usually only necessary if you’re asking for something or attempting to persuade. Just as the claim should be very clear, so should your request. If you are looking for an action, ask for it. Don’t make your reader guess what you want.
   • Example: I’m asking you to make a donation to the HelpAide organization so we can reach more families in need. 

These sentence types are a general guide for how to structure clear and concise ideas in your business writing. Of course there are others. Of course you will not always need all of them. But if you are looking for a way to state something, one of these sentence structures or a combination thereof can probably do it.

Some General Business Writing Tips

Here are a few general tips to improve your business communications:

1. Know Your Audience
   • When writing your business communications you better know your audience. The terms, tone, and details you give will vary from audience to audience even if the ultimate message and goal you wish to achieve are the same. If your audience is not technical, leave out the jargon. If your audience is uninitiated, give more information and don’t assume knowledge. If your audience is in the know, don’t repeat information they already know. This is a general tip, one everyone says. It’s important, just reflect back when you’re proof reading and put yourself in the shoes of your reader.
2. Be Conversational
   • Don’t try so hard! You don’t have to try and sound business-like or professional. Other people are just like you. You can be more conversational in your tone, you don’t have to try and be formal. Formality isn’t necessarily what business communications is about. You want to be short, clear, and to the point. Time is money and writing conversationally can make it easier for your reader to understand what you’re saying. Just know your context, sometimes formality is warranted.
3. Anticipate Questions
   • Anticipate what your reader will ask you… then give the answer! If you’ve communicated the idea before and have received questions, go ahead and answer them. If you can see that your writing leaves some natural questions open, address them. Don’t leave the reader hanging, you’re supposed to be giving information and this isn’t a marketing piece.
4. Draw The Whole Picture
   • This tip is similar to “Anticipate Questions” but it is more about what comes before you write than the questions that come after. As much as possible, it’s best if your documents can stand alone without the need to reference other information. Don’t assume too much knowledge, always err on the side of caution and give extra information. You never know who the document will be passed to next. Make sure your concepts are complete with details.
5. Short and Concise is Better
   • Keep it short. As I’ve mentioned, time is money, and the faster a reader can read your document the more appreciative the person will be. Short and concise improves understanding. Don’t make your reader have to remember too much. Don’t make your reader have to understand long-winded explanations for concepts.
6. Use Fewer Words
   • Similar to “Short and Concise is Better” but more specific. This is about removing those filler words that are unnecessary. Synonyms, fluff, pronouns, and anything else that can be removed yet still maintain grammar and readability. Here’s an example: “Jack and Jill went over to well for some water.” can be written as “Jack and Jill went to the well for water.”
7. Use Lists
   • I like lists, lists in numbers or bullets like this article are good. Lists in paragraphs are good, they add to conciseness. Lists provide a great organization of concepts and make documents easier to scan and digest for readers. Why is your product good? Oh, because it’s big, fast, and inexpensive. That’s for putting that in a list instead of three separate sentences. 

I hope some of this information is helpful. If you have any tips or suggestions, please add them to the comments below or shoot me an email.