What Are The 4 Types Of Business Writing – Improve your business writing skills: 9 tips + checklist Group 7 March 2023 15 min Read
In this article, you will learn about different types of business writing and how to use them to engage your audience. And you get a free 22-point checklist to check your content before you publish it.
What Are The 4 Types Of Business Writing
Business writing is a writing style intended to convey a message to a professional audience. It communicates business ideas and concepts to readers with clear and effective language.
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Well-written, professional communications position you as a trusted and knowledgeable resource, increasing the trust and respect people have for you and/or your company.
Business writing focuses on important things. And it presents clearly and distinctly. A good ad should keep readers informed and leave them with a clear idea of what to do next.
For example, are you asking them to perform an action? If so, you must write a persuasive business case.
Instructional writing aims to teach the reader how to complete a task (eg how to use your product or solve a common problem).
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Take Shopify’s guide to getting started with an eCommerce website. Here’s how to help readers add their first product:
Rather than helping viewers complete a specific task, informational text educates them by imparting knowledge or understanding.
Informational writing works well for internal business documents (eg financial reviews or employee handbooks) and educational materials (eg white papers and meeting minutes).
Facebook refrains from offering comments and organizes information clearly and carefully. The article focuses on what and why, making it easy to understand.
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Persuasive writing persuades a reader to take a specific action, such as buying a product or signing up for a demo. It borrows heavily from copywriting, the goal of which is to sell your brand value and convince potential customers to choose your product.
Persuasive writing often has an informal tone. However, like informative writing, you support all arguments with evidence.
This Barnes & Noble email is a great example of the “book lover must have credit card” persuasion in action.
This creates a compelling situation to press the “Apply Now” button. The product landing page achieves similar results by highlighting additional benefits such as “$0 annual fee”:
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All of these are deals that move businesses in the right direction. His writing style is concise and to the point. But it doesn’t always have to be normal.
Every business relationship is a reflection of your organization. Even if the content is short, you need to consider your audience in your marketing copy just as you would with any other business writing style.
We recommend using an SEO text assistant to keep your text consistent. Among other things, it checks the readability, originality and tone of your content.
With that in mind, here are some writing tips to help you produce communications that tick these boxes:
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Making up your ideas can lead to unnecessary tangents, poor structure and redundant content. But if you are clear from the start about what you want to say, it will be easier to stay on point and get your message across.
If you can’t quickly explain your goal, take a step back. Give yourself some time before moving forward. The result will be more effective.
Once you determine your reason for writing, go with it. Tell readers what they get from your content – then include a promise.
This will help your audience understand what they are reading and why it is important. It also prevents people from wasting time reading messages that are not useful to them.
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After you have completed your first draft, revise the opening paragraph. Does it state its purpose? If the what and why aren’t clear, revise your introduction so readers know the context and decide whether to read it.
In writing, there are two grammatical voices: active voice and passive voice. If you don’t have a good reason to use the passive voice, stay active.
When you write, make it clear to the reader who will do it. And make sure the subject has an active relationship with the verb.
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You can use the passive voice when you want to avoid focusing on individual points of view and instead focus on actions taken and their results.
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The use of passive voice is more common in academic and scientific reporting, where writers can maintain objectivity. Here are some examples from Dublin City University’s academic writing guidelines:
As a general rule, use the active voice when you want to put the focus on the doer (which is usually the case in business).
Use the passive voice when you want to attract the target of an action or action.
Jargon is a word or expression that is common within an industry or group but uncommon outside of it. Jargon is difficult to understand for those unfamiliar with the subject at hand.
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Jargon is common in the business world. This can facilitate communication between colleagues who share similar knowledge. Because of this, it’s easy for jargon to creep into your work.
Say a marketing company wants to create a digital marketing guide for small businesses. And want to share some marketing channels that people can use to promote their services.
You can use SEO to boost your website’s ranking in the SERPs. Or you can target PPC and buyers with the goal of driving sales at a lower CPC rate.
This is reasonable for the marketing company. But it can alienate audiences taking their first steps on the field. What are the levels? What are SERPs?
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But as mentioned earlier, it is easy to lose vocabulary in your writing. So use a tool like SEO Writing Assistant to help you identify complex keywords in your content.
This is not to say that all words are bad. Consider this summary of the cost of glucocorticoid combination therapy published by the National Library of Medicine:
Your audience decides how you write. If you are in doubt as to whether a word or phrase is confusing, go to the simplest and most understandable version.
If you must use abbreviations, write their full meaning the first time they are mentioned. And always choose the universally understandable option over jargon words.
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When writing for business, it’s often best to take the “less is more” approach. Good business writing is about getting your message across clearly.
This means deleting anything that doesn’t understand your message. In other words, don’t use 50 words when 10 would work.
“There are no hard and fast rules for writing for the ear, but after more than fifty years of writing I believe in a few rough guidelines. Two of them are: Short is usually better than long, and don’t waste words.”
Simplicity increases what scientists call “processing efficiency.” Our perception of information is influenced by how easy it is to understand something. Simple words and short sentences help us process information quickly and feel more positive about it.
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On the other hand, when something is difficult to communicate, we experience “less processing efficiency”, which results in negative emotions and associations.
Filler words spoil your message. Practice crafting your copy to include only the words necessary to get your message across. You will get more powerful text.
The device also has AI technology to help simplify those hard-to-read sentences. Click on any of the highlighted sentences and then press the button that appears.
Research by Paul Zack at the University of California, Berkeley, found that when people engage with a good story, the brain releases oxytocin. When this happens, people become more loyal, generous, charitable and compassionate:
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“Personal and emotional stories engage more of the mind, and therefore better than recounting a collection of well-remembered facts.”
Instead of simply creating a list of investment tips, Wealthsimple tells a story about how entrepreneurs line up outside a department store every Thursday:
The story is a case study and lesson in investing their resale profits. It teaches young people how to save for retirement using a topic that resonates with them.
Weaving a story into your business writing charts a hero’s journey. This narrative framework engages readers by creating a relatable situation and dilemma. It then takes them to the solution (eg your product or service) and how their lives will be better for it.
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Readers make quick decisions about what they are willing to spend their time on. If it’s hard to understand what they’re getting out of your content quickly, they’ll move on.
Make your business writing visually appealing and easy to read by structuring content to be easy on the eyes:
Headings, bullet points and short paragraphs with lots of white space make content skimpy. Our format comes from analyzing how people read our content.
A call to action (CTA) tells readers what you want them to do next and encourages them to follow instructions.
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In this email from Passion Planner, for example, a clear CTA lets readers know exactly how to act based on the information in the message:
The email also informs readers about the free habit tracker. And the big, easy-to-find button at the bottom shows them how to get it with a “Download Now” guide.
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