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The Essential Handbook For Business Writing

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The Science of Strong Business Writing

• Bill Birchard

Lessons from neurobiology

Brain scans are showing us in new detail exactly what entices readers. Scientists can see a group of midbrain neurons—the “reward circuit”—light up as people respond to everything from a simple metaphor to an unexpected story twist. The big takeaway? Whether you’re crafting an email to a colleague or an important report for the board, you can write in a way that delights readers on a primal level, releasing pleasure chemicals in their brains.

Bill Birchard is an author and writing coach who’s worked with many successful businesspeople. He’s drawn on that experience and his review of the scientific literature to identify eight features of satisfying writing: simplicity, specificity, surprise, stirring language, seductiveness, smart ideas, social content, and storytelling. In this article, he shares tips for using those eight S’s to captivate readers and help your message stick.

Strong writing skills are essential for anyone in business. You need them to effectively communicate with colleagues, employees, and bosses and to sell any ideas, products, or services you’re offering.

• Bill Birchard is a business author and book-writing coach. His Writing for Impact: 8 Secrets from Science That Will Fire Up Your Reader’s Brain will be published by HarperCollins Leadership in April 2023. His previous books include Merchants of Virtue, Stairway to Earth, Nature’s Keepers, Counting What Counts, and others. For more writing tactics, see his website .  

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Effective Business Writing

Leading provider of teaching materials for management education

Successful managers and leaders must employ effective writing skills to organize their work, persuade stakeholders, and share their vision for the future. This collection offers instructors a variety of ways to introduce and explore the topic of business writing with their students.

Quick Tips for Business Writing

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Comprehensive Approaches to Business Writing

2 hours, 7 minutes

240 page(s)

Storytelling, Inspiration, and Persuasion

3 hours, 5 minutes

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Writing and Leadership

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4: Effective Business Writing

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• Page ID 12454

• 4.1: Oral versus Written Communication Written communication involves the same eight basic elements as oral communication, but it is often asynchronous.
• 4.2: How Is Writing Learned? Success in writing comes from good habits: reading, writing (especially targeted practice), and critical thinking.
• 4.3: Good Writing Good writing is characterized by correctness, ease of reading, and attractiveness; it also meets reader expectations and is clear, concise, efficient, and effective. Rhetorical elements (logos, ethos, and pathos) and cognate strategies (clarity, conciseness, arrangement, credibility, expectation, reference, tone, emphasis, and engagement) are goals that are achieved in good business writing.
• 4.4: Style in Written Communication One way to examine written communication is from a goals perspective, where specific documents address stated (or unstated) goals and have rules, customs, and formats that are anticipated and expected. Violations of these rules, customs, or formats—whether intentional or unintentional—can also have a negative impact on the way your document is received. Colloquial, casual, and formal writing are three common styles that carry their own particular sets of expectations.
• 4.5: Principles of Written Communication Words are governed by rules and shape our reality. Writers have a legal responsibility to avoid plagiarism and libel.
• 4.6: Overcoming Barriers to Effective Written Communication To overcome barriers to communication, pay attention to details; strive to understand the target meaning; consider your nonverbal expressions; and review, reflect, and revise.
• 4.7: Additional Resources

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Book description

This new title addresses solutions to the root cause of poor productivity--bad communication. And how often is that communication in writing? Almost every business communication today is in some form of writing, so learn from the best, the 10-step way to successful business writing. From knowing where to take your reader to how to construct simple and clear sentences and organize your materials, this title makes it easy for everyone at every level of any organization.

Table of contents

• Let’s face it
• Introduction
• Step One: Understand the Demand for Good Writing
• Step Two: Know Where You're Taking Your Readers
• Step Three: Be Explicit, Clear, and Concise
• Step Four: Grad Your Readers' Attention
• Step Five: Write with Rhythm to Hold Your Readers
• Step Six: Origanize to Help Your Readers Understand
• Step Seven: Choose a Tone That Produces Good Results
• Step Eight: Put Your Best Grammar on the Page
• Step Nine: Edit, Rewrite, and Refine
• Step Ten: Master the Documents You Use Most Often
• Appendix: Steps to Improve Workers' Writing Skills
• About the Author

Product information

• Title: 10 Steps to Successful Business Writing
• Release date: March 2008
• Publisher(s): Association for Talent Development
• ISBN: 9781562864811

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Book Title: Writing for Success

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Book Description: Writing for Success is a text that provides instruction in steps, builds writing, reading, and critical thinking, and combines comprehensive grammar review with an introduction to paragraph writing and composition. For questions about this textbook please contact [email protected]

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Writing for Success is adapted from a work produced by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the University of Minnesota Libraries Publishing through the eLearning Support Initiative. For questions about this textbook please contact [email protected]

Writing for Success Copyright © 2015 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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The innovative writing strategies that Jack shared with our corporate communication and training teams in 2021 continue to be used daily for crafting messages that resonate with our audiences.

Bill Procopio - Vice President of Corporate Communications, Tokio Marine North America Services

Jack Appleman’s Successful Business Writing coaching provided me with a new perspective on communication in the business world. I would highly recommend Jack to any professional looking to improve their writing skills. Jack’s well-rounded approach allows you to embrace your own writing style. I communicate through text, email, social media, and phone daily, and during our meetings, we were able to review work that I drafted for clients. When comparing my prior work, I can see the improvement in my writing skills.

Philip Wells — e3communications

I highly recommend Jack Appleman’s Successful Business Writing course. We have a team of high-functioning, seasoned pharmaceutical professionals from medical affairs, pharmacovigilance, and quality assurance take this class. Every single person felt their writing has already improved.

Heather Paprstein MSN, RN, OCN — Senior Director, Medical Affairs @ Jounce Therapeutics, Inc.

“As an experienced product manager, I had always lacked confidence in my writing—until I started working with Jack. With a warm, supportive manner, Jack showed me how to use a simple and straightforward approach to write more effective status reports, strategy documents, internal emails and other documents. And this has fueled my career growth.”

Product Manager — Multinational technology company

“Jack led a dynamic business writing webinar for my team of 20 marketing professionals. There was a lot to cover, but he paced the topics out nicely and worked with me beforehand to ensure the content was relevant. His exercises were incredibly engaging and set up in a way to encourage participation. I’ve received positive feedback from each member of my team and I would definitely hire Jack again!”

Senior Manager — Brand Marketing and Event Media company

“Jack’s engaging approach for unleashing your natural written communication style is a powerful tool! After his interactive webinar, everyone on the team is writing more confidently and achieving better outcomes. Thanks, Jack!”

Carrie Ballone — VP, Corporate Trainer, Lakeland Bank

“Working with Jack has transformed the way I write and review written material. At the start, I completed a survey and a self-assessment of my writing skills, experiences and preferences. Jack evaluated my situation, provided feedback and coached me through customized business writing exercises. I’ve seen a lot of improvement in my writing style after working with Jack.”

Senior Project Manager for a construction company, UK

"Your NYSSCPA session was so inspiring that I am becoming more alert to everything that I now read or write."

S. C. L. Lewis - CPA, Principal, SCL Consulting Services

"At a New York State CPA Society program Jack brought excitement to a room full of accountants. He showed us how to simplify our daily writing and add impact to our emails to elicit action from readers. Jack's techniques have helped me focus my energies on the reason I am producing a document, how to ensure it gets attention and gets to the point upfront."

James P. Giordano - CPA, CFE, CCFS

"Thanks to Jack, the professionals at our firm gained valuable insight into improving their individual writing skills. Jack's presentation was interesting, entertaining, and applicable to the needs of our clients. Attendee feedback was excellent and our improved skills were immediately placed into practice. Thanks again, Jack."

Darin Iacobelli - Nawrocki Smith LLP, Certified Public Accountants & Business Consultants

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