One of the challenges of running a small business is that you often have to do everything yourself. If you’re bad at math, it won’t get you out of keeping track of your finances. If you’re shy, it won’t prevent you from having to sell to get new clients. If you’re a poor writer, you’ll still need to write letters, emails, and other correspondence.
Sure, some business owners can afford to contract that out or hire someone to do it, but many don’t have that luxury. Nothing beats having a pro write your business materials for you, but here are 7 tips to help you make it work until then.
1. Make it about the reader
When writing, try to use the second person (“you”) and address the reader directly. It makes it more personal, and it helps you focus your attention on others’ needs.
2. Avoid the passive voice
This is related to the first tip. We have a tendency to not want to take responsibly for what we write, thinking it might save us from future issues. The passive voice helps us do that by hiding the subject. If you can’t tell who performed an action, rewrite the sentence. Instead of saying “The order has been sent to you,” for example, use something like “I have sent the order to you.”
3. Take responsibility
Take charge and own your actions. If you did something, say you did it. If you filled an order, say that you did it. If you fixed a problem, tell them how.
If something goes wrong, don’t blame someone (or something) else for it, even if it isn’t your fault. Apologize using clear language; everyone can spot fake apologies. Keep your apology short, and don’t rationalize your actions. Take responsibility, apologize, and move on. Admitting mistakes makes your company seem more human and approachable.
4. Look for wordiness
It’s much too easy to let extra words creep into what we write. Sometimes, it makes us feel smarter. Sometimes, we just let things get out of hand. Be ruthless and cut out anything that is unnecessary.
5. Be polite
It worked when you were a child, and it works now. Use “please” and “thank you”, especially in emails and letters. It helps avoid the impression you’re commanding others to do your bidding.
6. Avoid buzzwords
There is always a plain language alternative to a trendy buzzword. Use language that any reader can easily understand. Related to that, avoid stuffy words, such as “herein” or “aforementioned”. Rewrite the sentence to make it easy to understand.
7. Proofread
Use your spellchecker. Read your copy out loud. Become familiar with easily confused words. Do everything you can to catch mistakes before you print that letter, publish that blog post, or send that email.
Like I said, nothing beats having a professional write your work for you (or to at least check it), but following these tips might very well be the next best thing.
