If you are not writing business communications then you can be as verbose as you want to be and titillate the emotions along the way to maintain reader interest primarily with personalized story telling.
Business communications must engage the reader’s attention, get to the point quickly, offer him and/or her what they need, answer or predict any possible objections which they may have about your information, goods, or services, and call them to action to buy what they really need and not just want at a reasonable price.
Here is a brief summary of 12 things which you should keep in mind and follow when writing a business communication(s).
Whenever possible catch your reader’s attention by writing a descriptive heading summarizing what the communication is about.
Keep the communication simple, direct, personal, and to the point as much as possible. To keep it as personal as possible use the word “you” frequently.
To get a point across use real situations, real facts, and real examples instead of vague generalities and show how each will benefit the customer in some way or ways.
It must be an honest or truthful communication with no BS.
Use words and language which the reader understands or can relate to. If you must use technical jargon or a buzzword then explain what it means in simple easy to understand language or an understandable explanation.
Focus on customer needs and address all possible objections a customer may have about your information, goods, or services and state why they aren’t anything of great concern.
Point out some of the hopefully small and not large weaknesses which your information, goods, or services have because you will be more trusted and sound professional about your business since no one is perfect in this real world.
Focus more attention on your most popular or best selling items first and emphasize the good deal they are getting price wise.
Use active rather than passive language.
Indicate what previous benefit your customer or other customers may have derived from your information, goods, or services before and only then call them into action to buy something else.
A useful repeated writing structure can sometimes be a lead in, followed by details, fact, and arguments for using the information, goods, or services, and a final summary or conclusion with perhaps a call to action into buying if appropriate.
If you use pictures, videos, or graphics in your presentation make sure that they clearly inform and are not merely there for entertainment purposes.
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