Writing Skills

For Business
eREPORT

By Tony Alessandra, PhD

Phil Hunsaker, PhD © 2006 Dr. Tony Alessandra, All Rights Reserved in All Media
 © 2006 Dr. Tony Alessandra, All Rights Reserved in All Media
Writing Skills
As soon as you move one step up from the bottom, Good business writing is more about clear thinking than it is
your effectiveness depends on your ability to reach about writing style. Writing can only be as good as the think-
others through the spoken or written word. ing that precedes it. You must know what you want to say,
– Peter Drucker what your objective is in saying it, and why it’s important for
your audience to read it. Organizing a writing project is very
Writing abilities are as visible as a person’s wardrobe. The similar to organizing a presentation. The good writer is just
impressions you leave through your written work last even as aware of her audience as a good public speaker is.
longer, however, as memos, reports, and letters are read and
often re-read. You may be bright, ambitious, and hardwork- After you have organized and outlined the subject of your
ing yet have a handicap that will stall your career climb on memo, report, or letter, you should have a clear idea of your
the lower rungs of the ladder: poor writing skills. By devel- main focus. Focus in your business report or memo is your
oping your writing skills, you will be able to persuade, di- objective—it is the “why” of why you are bothering to write
rect, and influence the course of your organization and the at all. Most business writing has its purpose buried. There
direction of your career. is no focus, no goal, no call for action, and no desired end
result. If you do not provide the focus, you force your read-
Poor writing smothers even the most important messages. er to ask questions about your message, which you should
The reader may spend more time interpreting the message have answered before sitting down at your word processor.
than acting upon it. Writing well takes practice, effort, and
a bit of talent. In the end you want your writing to be orga- Ask yourself:
nized and coherent – not open to multiple interpretations.
You want your reader to understand your message, not • Who is my audience?
point at it and exclaim, “What does this mean?” • What do I want them to do?
• What reasons will they have for not wanting to do what I
The ingredients of writing are content, style, technique, and want them to do?
format. This first section will help you understand how to • What might stop the reader from doing what I suggest?
powerfully focus your content and to use each of the most • Will someone other than the reader make the decision?
common business formats (memos, letters, and reports) ef- • What are the politics involved?
fectively. The second section will give you guidelines on
style and how to avoid some of the most common writing You are not ready to start writing until you can complete this
mistakes. sentence: I want (WHO) to do (WHAT) because (REASON).
If you can fill in that sentence, you are ready to proceed with

Putting Yourself Ahead

the writing.

of the Pack Knowing your audience will help you to organize your ma-
terial so that it has the best chance of being read and under-
stood. Put yourself in your reader’s shoes—listen, and you

1
will be better received. Do not be condescending. Phrases Headlines Are Golden. They must never be boring. Don’t

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

such as, “As you can clearly see” (How do you know I can?) waste a headline with “Summary of Benefits” when you
and “I am sure you will agree” (Why are you so sure?) only could have stated: Three Million in Savings. When writing a
serve to turn your audience off. report, proceed in this order: Start with the headlines, then
plan the graphics and subheads and, perfecting those, add
Compliment your new writing skills with better speaking the main body. This is the best way to maintain focus and
skills with Speaking With Authority - 17-page PDF e-Re- flow in your writing.
port.
Visuals Sell Your Message. Pictures, graphs or illustrations

Telegraph Your will help you get an idea across quickly or emphasize a par-
ticular point. Keep these suggestions in mind when incorpo-

Message rating graphics:

• Graphs and charts have more impact than tables.

After you have done your research and organized your in- • Each graph, chart, or picture should make only one point.
formation, it’s time to write out your message. Keep these Better to have several graphs, each making one point than
business writing principles in mind: one confusing graph with little impact.
• Add color if at all possible.
• First and foremost: No one wants to read it! • Keep the graph or picture as close to the related text as
• Second and important: Almost no one will read all of possible.
it!
• Third and critical: Almost everyone will misunderstand Short Is Best. Short words ... short sentences ... short para-
some part of it! graphs. The trick is to write them without sounding like
a second grade primer. Your words can be crisp, punchy,
No one exclaims, “Oh wow! A new report for me to read!”— colorful, musical, poetic, and graphic. They can lift, stomp,
except with sarcasm. In the business world, a written mes- drag, kick, and breathe life into your work. Short sentences
sage is usually a call to do something, to make decisions, to are active and quickly understood.
add to an already overcrowded schedule. Too often we blow
it from the first line. Per your request, please find enclosed Not enough time to dedicate to polishing your writing skills?
the report on the possible involvement of management in You need Using Space and Time - 15-page PDF e-Report.
a ... Yawn. Z-z-z-z.

You are competing for the time of busy people. Unless you Format Follows
Function
are the chairman of the board or president, you probably
have about 30 seconds to grab the interest of your reader.
Just as we buy magazines based on the front-page headline
or picture, we are more likely to read a memo that captures The format of what you are writing should fit its function. If
our attention. Otherwise, the magazine stays on the stand you receive a memo and your response is a short note or de-
and the memo ends up in the “To Read” cemetery. cision, you may want to just jot your response on the memo
and send it back. But if you are responsible for presenting
Borrowing from the journalism and advertising trade, ener- an analysis of a new market, you will need a formal report
gize your writing with headlines; subheads; bullets; short, complete with charts, graphs, and documentation.
crisp, active words; visuals; powerful persuasion; and dy-
namic delivery. Telegraph your message. Grab the reader’s Making the format fit the function of your writing seems
attention. simple, but all too often a brief request triggers a three-page

2
memo. Review the following hierarchy of communication an identical message to several people. In effect, memos are

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

formats so that you are sure your situation fits the require- a meeting on paper. Use them to give instructions, ask for
ments: information or action, to announce or clarify a new policy or
procedure, announce changes or personnel transfers, or as
• Verbal—informal conversations where no documentation “covers” for lengthier material such as reports.
is required
Memos are an appropriate method of giving instructions
• Handwritten—informal communication requiring a mini- to a number of people. Putting directions in writing, when
mum of documentation done clearly, prevents misunderstandings about what is to
be done, whose responsibility it is, and the date it’s due.
• Memos—broad communication required (to more than
three people) where formal documentation is required Memos should be short (one page for most). Use every pos-
sible trick for quick communication including: headlines,
• Reports—broad communication required, involves com- short paragraphs, bullets, bolding of important points, and
plex issues requiring supporting documentation, and de- a modified outline format. A common heading for memos is
cisions need to be documented the following:
DATE:
• Business Letters—written communication generally to TO:
people outside your organization, serves several different FROM:
functions and provides documentation SUBJECT:
ACTION REQUIRED:

Memos: Use and Abuse “TO” should include all intended recipients of the memo.
The form of address depends on the culture of your organi-
Memos are most often boring, confusing, unnecessary, or all zations. Some companies use Mr./Mrs./Ms. and titles; others
of the above. The first thing you should ask yourself is if you use only first names.
really need to write it at all? Can you phone the people in-
volved and talk to them? ATI Medical, Inc., (150 employees, “FROM” includes your name and phone number.
$14 million sales) abolished memos and only occasionally
writes PAPCOES (reverse acronym for “enunciations of cor- The “SUBJECT” of your memo should be specific. Clarify it,
porate policies and procedures”). President Paul Stevenson including only the relevant information: who, what, when,
states, “Everyone has learned to talk to each other.” Talking where, how, and why. This line should instantly give the
to people has wonderful advantages over writing: you get reader enough information to know how to deal with it. A
immediate feedback; you strengthen your social contacts; memo with the subject” New Marketing Plan Review Meet-
and you save trees. ing” will receive a much different response than one with
the subject “Salary Freeze Policy.”
Eliminating written communication probably is not practi-
cal or even desirable for most organizations. Whenever pos- The “ACTION REQUIRED” line makes it clear to the reader
sible, however, talk to people and save your written commu- that the writer expects an action. It also helps the writer con-
nications for complex issues requiring extensive explanation sider the purpose of the memo. If you are writing too many
or documentation. “Info Only” memos, it’s time to rethink your communication
policy. If you refer to an earlier memo, include it, preventing
When you do decide to write a memo, it should facilitate, inconvenience for the receiver.
simplify, and accelerate internal communication. When used
effectively, memos provide a simple method to communicate Keep your message brief, informal, and simple. Keep the

3
specific readers’ needs and circumstances in mind. Clarify • What conclusions are of importance to the reader?

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

the purpose and be specific about the actions the reader • What are the preconceived notions of the reader?
should take and when. Avoid words with double-meanings, • Why was the report requested?
hidden agendas, jokes, or jargon. Artificial embellishments, • What does the reader need to know in order to make a
fancy words, and wasteful sentences have no place in the decision?
office memo. Short and informal, a memo should never be
written so hastily that it is ambiguous. Write it well, and You should also be thoroughly familiar with the ramifica-
avoid misunderstandings, hurt feelings and time spent cor- tions of your suggestion and any drawbacks to it. Few solu-
recting errors. tions are perfect—make sure you understand the limitations
of yours. The purpose of the report, the proposed solution,

Reports — More than and the intended audience will all affect the strategy you
choose for your report. You should understand your strat-

Long Memos egy before you begin to write. Here are three typical strate-
gies:

Many people get anxious at the thought of writing a business • Most important to least important. This strategy works
report. Reports are generally long and they deal with com- well when the decision or action is logical, not highly po-
plex, often controversial subjects. They require a great deal litical, and the readers are objective.
of research and critical thought. Perhaps even more anxiety-
producing is the realization that business reports generally • Least controversial to most controversial. Builds support
influence major company decisions. The people who deter- gradually and is best used when the decision is expensive,
mine your future in the organization will read it, and a well- controversial, politically sensitive, or when the readers are
written report can enhance your opportunity for advance- more emotionally attached to a different solution than the
ment. Conversely, a poorly thought-out and written report one proposed.
leaves a black mark that may be difficult to overcome.

• Negative to positive. Works well when readers are famil-

The business report is a highly organized, fact-oriented iar with the problems involved with the situation and the
document. You should use headings, subheadings, bullet proposed solution. It establishes a common ground and
points ,and details to support any conclusions. Use a variety puts the positive argument last in a place of strength.
of graphs and charts to help the reader understand the data
you are presenting. Business reports are fact-oriented and should not include
opinion. If you want to add your personal opinions, they can
Know the purpose of your report before you begin writing. be included in the cover letter. Opinions in the body of your
Is it a white paper for information only? Will it recommend report will make it seem less factual and objective.
a specific solution?

Informal business reports also have a fairly standard orga-

As with every other form of communication, you should nization:
also know your intended audience. Make sure you don’t
insult their intelligence by presenting in detail information • Introduction. This is similar to the opening of a presenta-
what they already know, or confuse them with terms they tion. It is where you grab the reader, introduce the key
may not be familiar with. Here are some excellent questions issues, and give the reader a sense of who, what, where,
to ask yourself before you proceed with your report: when, why, and how. It should give the reader the back-
ground of the problem, state the problem clearly, and indi-
• What is the reader’s familiarity with the problem? cate why its solution is important to the reader and define
• What expertise does the reader have in this area? the scope and limitations of the proposed solution.

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• Table of Contents. Make it easy for the reader to find key To learn how to use organization to make persuasive argu-

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

information. In a ten-page report it’s not critical, but in a ments over the telephone. Check out Telephone Skills- 8-
100-page report a great deal of time can be wasted looking page PDF e-Report.
for information. Reports are often reviewed in meetings
and it can be frustrating trying to find a key point.

• Main Body. This is where the writer presents the findings Business Letters: Your
from the research, analyzes the data, evaluates the pos-
sible solutions, and develops a rationale for selecting the
Messengers to the
proposed solution. This section is often broken down into
the following subsections:
Outside World
Malcolm Forbes once said, “Most business letters don’t
• Background Material and Facts. The two functions of this
make it.” In his typical, direct style, he continued, “It’s to-
section are to give readers essential background material
tally asinine to blow your chances of getting whatever you
they may lack; and to clarify the writer’s understanding of
want with a business letter that turns people off instead of
the situation (which may well differ from the perceptions
turning them on.” He said that most business letters fall into
of others).
three categories: stultifying if not stupid; mundane (most of
them); and first rate (rare). His primary recommendation for
• Statement of Problem. This section explicitly defines the
reaching the first rate level is to know what you want and to
problem (as opposed to the symptoms) to be solved.
be able to write it down in one sentence. (“How to write a busi-
ness letter” by Malcolm Forbes)
• Analysis. This section contains the logical thought pro-
cesses used to develop the solution; it is designed to per-
Business letters are your written contact with people outside
suade the reader regarding the advantages of the solution
the organization. Unlike telephone conversations, letters
and thoroughness of the writer’s analysis. This section
document your communication providing a long-lasting re-
could be further divided into such topics as alternatives
cord which can be referred to whenever necessary. There are
considered, objectives for solution, evaluation of alterna-
many different reasons for writing a business letter and each
tives, alternatives rejected, or assumptions.
purpose dictates a slightly different style and tone. Some
common reasons are:
• Solutions and Implementation. This final section details
solutions to the problem.
• To request specific information or action from someone
outside the company.
• Conclusions and Recommendations. The entire report
leads up to this point. No new information is presented
• To provide information to someone who requests it.
but the key ideas are recapped and summarized in a way
that reinforces the validity of the recommendation.
• For ceremonial purposes (congratulations, thank-you’s,
and commendations).
• Appendices. Data that is too lengthy or complex should
be in this section. The body of the text can reference data
• To exchange ideas, handle arguments, present a point of
in a particular appendix without bogging the reader down
view, or explain why an action was taken or why a re-
with the entire set of data. It is not unusual to have the
quested action was rejected.
body of a report be a few pages of text backed up by hun-
dreds of pages of detailed data.
• To sell goods or services or to provide information about
the company.

5
You are representing your company when you write a busi- sense of where they’re going?

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

ness letter. Get to the point quickly. Be clear, courteous, and
concise. You’ve probably seen them all ... and maybe worse. These
are the memos, letters, and reports that you want to pass
Your first paragraph is where you hook your reader’s atten- along to someone else to read, no matter how important
tion and get her involved with your purpose. This is not the the information inside may seem to be. The overwhelming
time for mumbling, stuttering, or vagueness. This is where temptation is to set it aside in the “To Read” file, or, better
you persuade the reader to consider your ideas. Give the yet, the circular file.
reader a clear idea of the benefits your proposal brings to
her or why you need the information she has. How do you keep your written work from receiving the
same treatment you’ve often been tempted to give others?
Write so that the reader enjoys reading it. Write the entire The last section gave you an overview of how to organize
letter from her point of view. Answer questions and objec- your thinking and structure, as well as how to use the right
tions she might have. Be positive. Be nice. Be natural. format. This section will help you understand the basics of
style and how to keep your memos, reports, and business
Conclude by urging the reader to act upon your solution. letters out of the circular file and in the hands, and minds,
You should get your message across in one or two pages. If of your readers.
not, add an appendix of materials. Read your letter out loud
to see if it sounds natural, pleasant, and clearly addresses Style is what makes the difference. But what is style?
your purpose. Hemingway had style. Stephen King has style. Does that
mean you have to be a professional writer to have style? No.
Good business writing is a combination of clear thinking, In fiction, “style” is used to describe a distinctive voice in
good organization, and effective presentation. This section writing ... a certain grace with words that sets the truly great
has given you a technique—mindmapping—to help you writer apart from the rest. In business writing, we’re talking
think through your writing project and organize it effec- about something much more basic. In business writing, the
tively. It has also given you a guide to using the three most style we’re looking for emphasizes clarity, conciseness, and
common formats in business writing—memos, reports, and readability more than eloquence.
business letters. The next section will help you improve your
style and avoid some of the most common pitfalls in writ-
ing.
The Big Three: Clear -
Business letter mastery isn’t the only curve ball life throws
at you. To learn how to succeed no matter the obstacle check
Concise - Readable
out my eProduct, Versatility - 27-page PDF e-Report.
The clarity of your writing rests on the foundation of clar-
ity in your thinking, which we discussed in the last section.

It’s a Matter of Style The words you use, the voice you choose, and your level of
formality also affect it. Clear writing demands a high level

What kind of memos and reports do you absolutely dread of preparation. If you lack confidence when you write, it

reading? shows up in the use of passive voice, jargon, indirect expres-

sions, and lengthy, unfocused writing. In business writing,

Those with sentences so long you get lost along the way? you need to say what you want to say directly rather than

Those that strangle you with confusing phrases, technical tiptoeing gently around the bush. Most readers won’t tiptoe

terms, acronyms, and words that only a dictionary could around the bush with you and it makes you, the writer, seem

love? Those that ramble for pages without a break or even a to be hiding something.

6
Don’t Muddy the Water
business. They telegraph meaning when they aren’t sur-

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

rounded by muddy, indirect phrases.

Once you are confident about what you want to say and Passive voice is a shield to hide behind. It is flat and dull,
have it well organized and structured, there are three ways and you should only resort to it when you want to soften
to improve the clarity of your writing: use active voice, avoid bad news, you want to avoid responsibility for some occur-
jargon, and avoid indirectness. rence or remain detached, or you do not know who the main
“actor” is in a sentence.

Active Voice
Avoid Jargon
The active voice is open and up-front. Business writing is
about action—it requests action, suggests action, encour- Every profession has its terminology, acronyms, and jargon.
ages action. If you want people to act, use active rather than When everyone understands the terms, it provides quick
passive voice. Example: and efficient shorthand. When everyone doesn’t understand
Passive: It is suggested that you have a meeting called at the terms, it creates miscommunication and misunderstand-
your earliest convenience. ings. It’s almost impossible to avoid jargon and acronyms,
Active: Please call a meeting ASAP. and when you are writing for people within your organiza-
tion, you are probably safe. If there is any doubt that your
We get into passive voice primarily in two ways: delaying readers will understand a term or acronym, define the term
the subject and using a “be” verb or past participle of an ac- the first time it is used, or find a different way of expressing
tive verb. Here are two examples. The subject of the sentence your idea. Example:
is underlined and the verb is highlighted:
Passive: There seems to be a need to review. Jargon: The LOE required to respond to the RFP is too
Active: We will review our health plan. high.
Translation: The level of effort required to respond to the
Did you have trouble finding the subject of the first sentence? request for proposal is too high.
So would a reader who would be left with a vague impres- Plain English: We can’t afford to bid on this project.
sion and no sense of action. Here is another example:
Passive: A new phone system was chosen by the commit-
tee. Be Direct
Active: The committee chose a new phone system.
Say what you mean. If you try to hide behind indirect ex-
Notice that it’s the same basic verb: chose—but the passive pressions, people will either not understand what you’re
voice uses the past participle form. The active sentence is saying or they’ll figure it out anyway and just think you’re a
clean, clear, and simple. Active voice is much closer to the poor writer. Examples:
way we talk. As a writer you are talking with your reader Indirect: It is suggested that you have a meeting called at
through the written word. If you were talking to a co-work- your earliest convenience regarding the possibility of
er, you would say “I suggest” and not “it is suggested.” The determining the feasibility of implementing a new mar-
active voice not only adds vitality to your writing, but it is keting plan.
more direct, forceful, and personal. Direct: Please call a meeting ASAP to discuss a new mar-
keting plan.
Active voice depends on action verbs. Decide. Talk. Meet.
Sell. Start. Buy. Merge. Choose. Hire. Fire. Plan. Negotiate. People generally go into indirect mode when they’re hedg-
Make. Build. Ask. These are a few of the action words of ing. Common hedging words are: seems, appears, might

7
possibly be, and could be. These words and phrases indicate • On the grounds that—because

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

a lack of confidence and a fuzziness of thinking. They do not • Explore every avenue—analyze
inspire confidence and action in your reader. • In accordance with—by, following
• To tell the truth—(avoid this one, it sounds like a lie is
Writing is an act of communication. We are trying to pass a coming)
message from one mind to another. It is our job as a writer • To the best of my ability—(eliminate)
to make the message as clear as possible to the reader. The • Hold a discussion—discuss
more active, jargon-free, and direct our writing is, the more • Take action—act
the reader will understand what our message is. • At this point in time—now
• Decision making process—decide

Short Is Best Short sentences. Short sentences are active. They have
The second goal of business writing is breuity. We are not punch. They telegraph. While all sentences can’t be short,
writing the Great American Novel; we are transmitting in- watch out for these three tiny words: and, but, or. They of-
formation or requesting action from people who have little ten lead into long sentences full of dependent clauses and
time or inclination to read what we’re writing. If we’re ask- twists and turns that may lose the reader. The most interest-
ing someone to take action and we can clearly convey that ing writing uses a variety of sentence lengths with the short
request in one paragraph, great! Business writing is not a sentence being used as the power punch. Look at a recent
college term paper with a fixed page requirement. We want memo or report and count the words in three or four sen-
to state our business in the clearest and shortest way pos- tences. A common guideline is 17 words. It’s OK to go over
sible. Cut out all the fluff and improve your chances of hav- that limit occasionally, but if all your sentences are more than
ing your memos and reports read and acted on. 17 words, your readers are going to go brain dead. (This last
sentence contained 26 words. It could have been two: It’s OK
Short words – start with short words. Big words are no sub- to go over that limit occasionally. However, if all your sen-
stitute for clear thinking and often they aren’t as powerful tences are more than 17 words, your readers are going to go
as short, punchy, crisp, lean, exact, sharp, tight, and to-the- brain dead.)
point small words. Here are a few examples of big words
that have smaller alternatives. You may want to use the big Short paragraphs. There are two reasons for short para-
word but consider the little one: graphs: one idea and white space. One idea: Powerful para-
graphs transmit one idea. Each sentence in the paragraph
• Circumvent—avoid develops the idea. When that idea is complete, go to the next
• Viable—workable, useful idea in the next paragraph. White space: Take a lesson from
• Dialogue—talk, conversation the advertising folks. White space sells. The space between
• Scenario—plan paragraphs gives the reader time to process information
• Interface with—meet with, work with and makes it easier to transition to the next idea. Short para-
• Optimize—make the most of graphs broken by white space please the eye more than an
• Sufficient—enough unbroken mass of words on a page.
• Utilize—use
Short writing. If you can say it in one page, don’t take two.
Short phrases. Just as we often opt for a long word when Brief is better. Short has a higher chance of being read. How-
a short one would do, we have developed a lot of wordy ever, short is not easier. It is much harder to write a one-page
phrases that need to be trimmed back. Here are some ex- memo than to ramble on for two. It requires clear thinking
amples: and clear writing. But, it is worth the effort.

• With reference to—about, regarding

8
Business is about productivity and efficiency. Business writ- reads. It makes the page look clean and professional.

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

ing that is clear and concise promotes those ideals. Busi-
ness writing is almost never about entertaining the reader. Additional Readability tips: These are housekeeping tips
Reading memos is not a leisure time activity. Respect your to make your memos and reports more readable.
reader’s time by saying what you need to say as clearly and
concisely as possible. • Limit upper case. We normally read upper and lower case
text. While upper case may be used OCCASIONALLY
To learn how to have more flexibility in your writing style for emphasis, long blocks of text in upper case are very
as well as in life become more flexible, see Flexibility - 25- difficult to read. It is almost always better to use bolding
page PDF e-Report. and italics for emphasis and save uppercase for titles and
headings.

Telegraph it to Your • Numbers. Numbers should be written in a way that

Reader makes them easier to read. $4 million is easier to read than

$4,000,000.

Once your message is clear and concise, telegraph it to your • Page numbers. Page numbers are mandatory for reports
reader’s mind with a powerful layout. Make it as easy to of more than three pages. Trying to discuss un-numbered
read as possible. Your two main tools to readability are high- pages has ruined many meetings.
lighting and white space.

• Hyphens. Before we had word processing, we seldom

Highlighting: Use bolding and italics to highlight key ideas thought about breaking a word at the end of a line. The
and introduce new topics, and bullets to emphasize list only purpose for hyphenation is to even out spacing. They
items ... for example: do not improve readability. Avoid them if you can and if
you can’t, review them carefully to make sure they do not
• Bolding and Italics—key ideas and new topics break the flow of words.
• Bullets—emphasize list items
• Right justification. This technique is popular because mag-
Caution: Use these tools sparingly. When you are speak- azines and newspapers use it. This makes it look “profes-
ing in public, you can use your voice to emphasize certain sional.” However, they use it because it packs more words
ideas. When you’re writing, you’re using these highlighting into a smaller space and saves paper. The uneven spaces
mechanisms in the same way you would use your voice. Just created by right justification make reading more difficult
as you wouldn’t try to emphasize every word to your audi- and should be avoided when possible.
ence, you don’t emphasize every word on the page. Also, if
you try to emphasize too many words, it becomes visually If you can use these guidelines to help you write clearly and
chaotic and makes the reader want to quit reading. Another concisely in a readable format, your writing will become far
emphasis tool is the exclamation point! In business writing it more powerful and effective. And, as your memos and re-
should be used very infrequently! Frequent use is the mark ports become more powerful, you will begin to have more of
of an amateur writing! Or a disturbed mind! an impact on your organization. The following paragraphs
will give you a few more tips to help your writing style.
White space: Again, white space makes a page more read-
able. Use it to produce a page that is clean and attractive.
Use wide margins and a break between paragraphs. It is
much easier to read narrow columns than wide lines. Wide
margins also make it easy for the reader to make notes as he

9
Avoid Sexism Punctuation

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

A recent study of 500 college students (50 percent male and Punctuation is another way we approximate in writing
50 percent female) showed that when they read a story us- what we can do with our voice in speaking. Punctuation
ing he, him, or his where the subject could be male or fe- creates pauses, clarifies meaning, and adds rhythm to
male, 65 percent of the study group assumed the subject our writing. Reading is like listening: the more fluent and
was male. Recently, people have been sensitized to sexism lyrical the words, the more willing the reader to read on.
in writing; therefore, you should avoid sexism whenever Writers use punctuation to control the timing and pace of
possible. However, using awkward constructions such as their work.
he/she or (s)he can break the flow of your writing and lessen
readability. •The period stops the sentence. The semicolon creates a
pause between two halves. And, the comma is a brief rest
Here are some ways to avoid sexism without sacrificing before going on.
readability: •Dashes separate an important aspect of a larger idea—
such as our discussion of punctuation—and draw atten-
• Specify the person you are discussing. tion to it.
• Use plurals. For example: •The colon is a pause longer than a semi-colon but not as
• A manager should listen to his staff. long as a period. The most common uses of colons are: to
• Managers should listen to their staffs. introduce a list or serve as a link between an introductory
• Alternate gender: he/his and she/her. In a long report, statement and an important point.
you could alternate gender by sections. In short works, •Parentheses tell the reader that the enclosed information
it would be better to just occasionally use the feminine is useful but not vital or directly related to the main point
pronoun except where it would be confusing. of the paragraph.
• The employee picked up his check.
• A manager should listen to her staff. Two punctuation marks affect the tone of a paper: the ques-
• Substitute less offensive words: person for man; synthetic tion mark and quotation marks. Questions are unassuming
for man-made; representative for spokesman; worker for and can add a warm, easygoing tone to your writing. Ques-
workman; labor hours for man-hours. tions facilitate transitions, too (e.g. How are we going to
do it?) Quotation marks not only enclose direct quotes, but

Humor also set off and denote words or phrases used in a special
sense.

Humor can be effective in informal writing. However, un- If you need help in planning your future, check out Goal Set-
less you are positive that the humor will not give offense, ting - 38-page PDF eWorkbook.
it’s better not to use it. If you are a boss writing to your

Editing
staff, humor directed at yourself can establish a warm,
human tone. If you are an underling, humor directed at
yourself might be perceived as a lack of self-confidence or
weakness. You have not finished your report until you have edited it
thoroughly for typos, misspellings, and errors in numbers
Even if you are extremely good at humor, you should limit or dates. Whether you write one memo a month or 40, you
it in your business writing. People will come to expect it should have a minimum of three reference books: a good
and your serious communications will be more difficult. dictionary, a thesaurus, and a style guide. Keep these by
your desk and do not hesitate to refer to them. The time

10
you take now to double-check a spelling or find the right style that fits your reader and the type of writing situation

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

word will make all the difference later. you face. These situations generally fall into the following
four categories:
Here are a few of the “classics”:
• Positive situations: where you are saying yes or relating
• The Elements of Style by William Strunk, Jr. and E.B. White good news
(New York: Macmillan, 1979). •Style: Personal, at times Colorful
• Manual of Style (Chicago: University of Chicago Press, •Situations where you are asking something of the reader:
1969) where you are giving instructions or persuading some-
• The American Heritage Dictionary of the English Language one to do as requested.
(Boston: American Heritage and Houghton Mifflin, 1969). •Style: Active, at times Personal and Colorful
• The Synonym Finder by J. I. Rodale (Rodale Press, Inc., •Information-conveying situations: where you are passing
1978) lists over 1 million synonyms. along factual, detailed information.
•Style: Impersonal
•Negative situations: where you are delivering information

Common Errors that the reader would prefer not to know.

•Style: Passive, Impersonal

We make many word errors—words with the wrong mean- Here is a list of the highlights of each style:
ing, imprecise words, redundant words, out-of-date words.
Know your words, and when in doubt, check a diction-
ary. Certain words are confused with others over and over ACTIVE style...
again, and this in turn confuses the reader. Here are a few • Use when you want to be forceful, confident, and sure or
common culprits: when you are saying no firmly but politely to an em-
ployee.
•It’s vs. Its – It’s is a contraction of “it is.” • Active verbs.
•Its is the possessive form of “it.” • Short sentences.
• Direct statements that start with the subject.
•Imply vs. Infer: Imply means to suggest indirectly. • First person—I want, We need.
• Infer means to draw meaning out of something.

•He implied that he wanted to go. PASSIVE style...

•I inferred from his actions that he wanted to go. • Use when you are in a negative situation or are in a lower
position than the reader.
•I.e. vs. e.g.: i.e. (id est) means “that is.” • Avoid the imperative—never give an order.
•E.g. (exampli gratia) means “for example.” • Subordinate the subject to the end of the sentence or bury
it completely.
Appraise vs. Apprise: Appraise means to measure, to assess • Attribute responsibility for negative statements to name-
the value or nature of something. Apprise means to inform less, faceless, impersonal “others.”
in detail. • Use long sentences or dense paragraphs to slow down
the reader’s attention to sensitive or negative information.

Style Strategies PERSONAL style...

Once you thoroughly understand style you can select the • Use when you are relating good news or a persuasive

11
 action-request.

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

• Refer to people by name (first name, when appropriate)
instead of by title.
• Use personal pronouns (especially “you” and “I” when
you have positive things to say.
• Incorporate short, informal and conversational sentences,
with contractions if necessary.
• Ask the reader direct questions.
• Include personal notes and references.

IMPERSONAL style...
• Use in negative and information-conveying situations,
and especially in technical and scientific writing.
• Refer to people by title or job description if necessary, not
by name (particularly first name).
• Avoid using personal pronouns, although a faceless “we”
may be appropriate.
• Use passive verbs.
• Use longer sentences including complex sentences and
long paragraphs.

COLORFUL style...
• Use for highly persuasive writing such as sales letters or
for good-news situations.
• Use more descriptive adjectives and adverbs.
• Use metaphor and simile when appropriate.
• Use unusual words or slang.

Memos, reports and business letters are a critical part of

an organization’s communication environment. As you de-
velop your ability to write in a clear, concise, forceful style,
you will improve your personal effectiveness and the pro-
ductivity of your organization. “Style,” as it applies to busi-
ness writing, is not as mysterious as it sounds. It is more a
matter of common sense: understanding the needs of your
reader, as well as your own objectives, and then presenting
your message clearly and concisely in a readable format.

To expand your practical knowledge and know which style

will fit in any situation, we highly recommend Street Smarts
- 75-page PDF eBook.

12
 © 2006 Dr. Tony Alessandra, All Rights Reserved in All Media
Tony Alessandra, PhD, CSP, CPAE Dr. Alessandra is a widely published author with 14 books
translated into 17 foreign languages, including Charisma
Building Customers, Relationships, and the Bottom Line
(Warner Books, 1998); The Platinum Rule (Warner Books,
1996); Collaborative Selling (John Wiley & Sons, 1993);
Dr. Tony Alessandra helps companies build customers,
and Communicating at Work (Fireside/Simon & Schuster,
relationships, and the bottom line. Companies learn how
1993). He is featured in over 50 audio/video programs and
to achieve market dominance through specific strategies
films, including Relationship Strategies (American Me-
designed to out market, outsell, and out service the compe-
dia); The Dynamics of Effective Listening (Nightingale-
tition.
Conant); and Non-Manipulative Selling (Walt Disney).
He is also the originator of the internationally-recognized
Dr. Alessandra has a street-wise, college-smart perspective
behavioral style assessment tool The Platinum Rule™
on business, having fought his way out of NYC to eventu-
([Link]).
ally realize success as a graduate professor of marketing, an
entrepreneur, a business author, and a keynote speaker. He
Recognized by Meetings & Conventions Magazine as “one of
earned his MBA from the University of Connecticut and his
America’s most electrifying speakers,” Dr. Alessandra was
PhD in marketing from Georgia State University.
inducted into the Speakers Hall of Fame in 1985. He is also
a member of the Speakers Roundtable, a group of 20 of the
Dr. Alessandra is president of Online Assessments (www.
world’s top professional speakers. Tony’s polished style,
[Link]), a company that offers online assessments
powerful message, and proven ability as a consummate
and tests; co-founder of [Link], an online e-Learn-
business strategist consistently earns rave reviews.
ing company; and Chairman of the Board of BrainX, a
company that offers online digital accelerated learning
To learn more about Dr. Alessandra and his services, visit
programs.
[Link].
13
Other products from Dr. Tony Alessandra

© 2006 Dr. Tony Alessandra, All Rights Reserved in All Media

Email Series
The Platinum Rule 52-week Email Series
New Relationship Strategies downloadable
mp3
Non-Manipulative Selling downloadable mp3
Sales Skills 52-week Email Series PeopleSmart downloadable mp3
Simplicity downloadable mp3
Videos The Edge downloadable mp3
Powerful Presentation Skills downloadable
Astounding Customer Service Complete
DVD Package mp3
The Platinum Rule Two-Hour DVD Resolving Conflict downloadable mp3
The Platinum Rule Video Training
eWorkbooks
CDs Cross-Selling 25-page PDF eWorkbook
The Platinum Rule 50-page PDF eWorkbook
10 Qualities of Charismatic People
CD Version Power of Listening 54-page PDF eWorkbook
New Relationship Strategies CD version Goal Setting Strategies 38-page PDF
Secrets of Ten Great Geniuses CD Version eWorkbook
Customer Driven Service 53-page PDF

MP3s eWorkbook
Charisma 35-page PDF eWorkbook
Alessandra on Collaborative Selling Time Management 37-page PDF eWorkbook
downloadable mp3 Flexibility 25-page PDFeWorkbook
Alessandra on Customer Driven Service
downloadable mp3
Alessandra on Nonverbal Communication Paper versions
downloadable mp3 The Platinum Rule Workbook
Alessandra on Platinum Rule Paper Version
downloadable mp3 The Platinum Rule Self-Assessment
Alessandra on The Power of Listening Paper Version
downloadable mp3 The Platinum Rule Scoring Matrix
Astounding Customer Service Paper Version
downloadable mp3
Dynamics of Effective Listening
downloadable mp3
How to Gain Power and Influence
with People downloadable mp3
Mastering Your Message downloadable mp3

14
 © 2006 Dr. Tony Alessandra, All Rights Reserved in All Media
eReports PeopleSmart 269-page PDF eBook
Non-Manipulative Selling 179-page PDF eBook
Conducting Powerful Meetings 33-page PDF Collaborative Selling 133-page PDF eBook
eReport
Time Management 37-page PDF eReport
Using Space and Time 15-page PDF eReport Assessment Tools
Versatility 27-page PDF eReport Online Assessment Tools
Writing Skills 24-page PDF eReport Platinum Rule Assessment
Telephone Skills 8-page PDF eReport True Colors Assessment
Resolving Conflict 23-page PDF eReport Leadership Assessment
Presentation Skills 19-page PDF eReport Listening Assessment
Speaking With Authority 13-page PDF eReport Sales Effectiveness Assessment
Sending Out Your Best Silent Message 14- Social Styles Assessment
page PDF eReport Time Management Assessment
Personality Chemistry: Preventing Conflict
at Work 13-page PDF eReport Paper Assessment Tools
Nonverbal Communication 10-page PDF The Platinum Rule Self-Assessment
eReport The Platinum Rule Observer Assessment
Maximizing Your Adaptability 20-page PDF The Platinum Rule Scoring Matrix
eReport Platinum Rule Reminder Card
Listening Attentively 14-page PDF eReport
Interpersonal Communication 37-page PDF Other Alessandra
eReport
Expanding Your Vision and Ideas 14-page Products
PDF eReport The Platinum Rule Reminder Card
Flexibility 25-page PDF eReport The Platinum Rule Training Student Kit
Becoming More Persuasive 13-page PDF The Platinum Rule BrainX Digital Learning
eReport System (Software)
Conducting Powerful Meetings 33-page PDF
eReport Dr. Alessandra’s company, Platinum Rule Group LLC,
offers seminars, workshops, and on-site training to
The Art of Asking Questions 8-page PDF eReport
corporations and organizations in the areas of sales,
The Art of Communicating at Work: Making one-to-one marketing, customer service, and interper-
Sure with Feedback 10-page PDF eReport sonal relationships. For more information, call: 1-330-
848-0444 x2 or email: info@[Link].

eBooks All rights reserved. No part of this book may be reproduced or transmit-
ted in any form or by any means, electronic or mechanical, including pho-
The Platinum Rule 163-page PDF eBook tocopying, recording or by any information storage and retrieval system,
without written permission from the author, except for the inclusion of
The Platinum Rule® for Sales Mastery 118- brief quotations in a review.
ISBN 10: 1-933631-19-8
page eBook ISBN-13: 978-1-933631-19-6
Street Smarts 75-page PDF eBook
15
TONY ALESSANDRA
©2008 Tony Alessandra. All Rights Reserved in all media.