Seven golden rules for writing

You need to write a text. A blog, an email or perhaps a longer report. How do you make sure your text is incisive and inviting? How do you make it as engaging as possible for your reader? These seven golden rules of writing are a great place to start. Follow them and you can be sure that your text will be watertight and your message crystal clear.

1. Start strong

Whether you're writing for general or business purposes, it's important to capture the attention of your readers at the very beginning. Therefore, you should start with a clear and interesting statement that highlights the main message of your writing. For instance, in a persuasive essay about the importance of recycling, you could begin with a statement like this:

Recycling is not just a personal choice; it's also a social responsibility. Each discarded plastic bottle may take hundreds of years to break down but recycling it can have a lasting impact on the environment. Similarly, in a business proposal, start with a powerful opening sentence like this:

Our solution will enhance productivity and lower costs for your company. By starting strong and focusing on your main message, you set the tone for the rest of your writing and engage your reader at once.

2. Use direct language

In business writing especially, it's important to use clear and direct language to share information effectively. Avoid using too many difficult words or technical terms that might confuse your readers. Instead, choose straightforward language. For instance, replace ‘We are in receipt of your correspondence’ with ‘We have received your message’. Likewise, when expressing individual opinions or thoughts, avoid using complicated language. Compare the following:

Complicated: I find myself continuously perplexed regarding this matter. Direct: I'm constantly confused about this issue.

By using direct language, you make sure that your message is easy to understand while conveying your ideas clearly.
Tip: In some cultures, being direct can come across as too forward or even rude. If you’re unsure about certain cultural norms, it’s wise to be mindful of your tone and choice of words to ensure your message is well-received. Likewise, understanding non-verbal cues and body language can enhance your overall communication skills. Learn to navigate cultural nuances with ease by taking our Intercultural Competence training course. Compare:

Direct: Did you finish the report on time? Indirect (polite): I was wondering if you managed to finish the report on time.

3. Know your audience

When writing for a general or business audience, it's important to think about what they need and adjust your content accordingly. Always keep your target audience in mind and change your language, tone, and level of formality to match their knowledge and expectations. For example, if you're writing a blog post about gardening for beginners, don't use too many advanced horticultural terms. Instead, use simple language and if you use any terms they might not know, explain them!

In a business context, if you're drafting an email to colleagues, a more casual tone is most likely acceptable. However, if you're creating a formal report or presentation for senior executives, a professional and structured approach will be necessary. By considering your audience, you make sure that your content is relevant and interesting while effectively conveying your message to the intended recipients.

4. Ditch the passive voice

The active voice adds immediacy and accountability to your writing, making it more engaging and impactful for the reader. In business writing, using the active voice is particularly important to convey responsibility and maintain clarity. The passive voice, on the other hand, can create confusion and weaken the impact of your message. For example, instead of saying, ‘Mistakes were made’, use the active voice and say, ‘We made mistakes’. This change in construction ensures accountability and strengthens your writing

Here is another example:
Passive voice: The network was expanded in two years. Active voice: Our business strategy expanded the network in two years.

By using the active voice, you emphasise what effect your business strategy had on the network, providing a much more impactful message.

5. Read more

Immerse yourself in a wide range of business literature, such as articles, reports, and case studies, to gain a deeper understanding of the different writing structures commonly employed in business communication. Observe how authors organise information, use headings and subheadings, and effectively present data. Analysing successful business writing will enhance your ability to structure and present ideas logically and compellingly.

Additionally, extensive reading exposes you to diverse writing styles and structures helping the development of a wide array of techniques for your own writing. Observe how authors structure sentences and paragraphs, use transitional phrases to connect ideas, and write engaging introductions and conclusions. By studying the works of skilled writers, you can sharpen your own writing skills and become better at creating persuasive and coherent pieces.

6. Write concisely

In business communication, brevity is crucial. Trim down your writing by removing unnecessary words and phrases that do not contribute to the clarity of your message. For instance, instead of saying, ‘In order to make a decision’, you can simply say, ‘To decide’. By removing wordiness, your writing becomes more concise and impactful, saving time for busy professionals. Let's consider another comparison:

• Wordy: Our researchers carried out interviews with several people who are professionals in the health care industry.
• Concise: Our researchers interviewed several health care professionals.

Similarly, in expressing opinions or recommendations, avoid unnecessary qualifiers.

• Wordy: In my opinion, I think that we should definitely consider implementing this solution.
• Concise: We should consider implementing this solution.

By removing redundant or repetitive words, your writing also becomes more concise and impactful.

7. Proofread your work

Proofreading allows the writer to check if their intentions have been conveyed correctly in any piece of writing. It allows one to go over their work and add anything that may have been overlooked. It helps to identify and eliminate any minor, unnecessary mistakes. Proofreading shows that you take pride in your work and that it is the best you can make it.

In business writing, it’s important to be professional and accurate. Before sending any business communication, make it a habit to carefully proofread and edit your work. This means fixing grammar and spelling mistakes, ensuring consistent formatting, and improving overall clarity. Mistakes in business writing can undermine your credibility, so take the time to carefully review your work. Try reading it aloud to catch any overlooked issues and ask a colleague for feedback to get a fresh perspective. By paying attention to proofreading, you can ensure that your final piece is polished, professional, and effectively conveys your intended message.

Need a hand with writing texts that truly make an impact?

Naturally, you want your English texts to be error-free and engaging, leaving a lasting impression that resonates with your audience. Reach out to the English Editing department at Taalcentrum-VU and we’ll help you make it happen. We’ll refine your text, ensuring it’s flawless, inclusive and clear. When we’re done, you can be confident your text will have the desired effect. Get in touch with our professionals at vertaalbureau@taalcentrum-vu.nl or phone 020 244 3400.