This post is part of a series exploring key insights from Bryan A. Garner’s “HBR Guide to Better Business Writing.” Each segment transforms highlighted concepts into practical, actionable advice for improving your business communication.
Introduction
How often have you clicked away from an email, glanced over during a report, or set aside a business letter because it simply failed to grab your attention? The truth is that in today’s fast-paced business environment, our writing is competing for precious mental bandwidth. People form opinions of you based on how you write, and if our message doesn’t quickly convince them to care, they simply won’t.
As Garner points out, many professionals believe “it’s ideas that matter—not writing. But good writing gets ideas noticed. It gets them realized.” This segment explores the psychology behind connecting with your readers through writing. We examine how understanding your audience, crafting reader-centered content, and adopting an appropriate tone can transforms our business communication from merely informative to genuinely persuasive.
Understanding the Reader’s Mindset
Before typing a single word, take a moment to consider this fundamental truth: everyone is busy—very busy. They have little, if any, sense of duty to read what we have written. If we don’t get to our point quickly, it is ignored. If readers need to struggle to understand us, they’ll just quit.
The Three Critical Reader Questions
Every reader approaches your document with three implicit questions:
- Why should I care? (relevance)
- What exactly do you want me to know or do? (purpose)
- How much effort will this require of me? (accessibility)
Our ability to answer these questions quickly and clearly largely determines whether our writing succeeds or fails.
Crafting Reader-Centered Content
To write effectively, we need to shift our focus from what we want to say to what the readers need to hear. This subtle but powerful reframing transforms how we approach our writing.
Profile Your Readers
Start by developing a clear understanding of who our readers are:
- What are their goals and priorities?
- What pressures do they face?
- What motivates them?
For example, when writing to senior executives, understand their time constraints and preference for bottom-line information. When addressing technical experts, acknowledge their specialized knowledge while still making your points accessible.
Write for a Smart Non-Specialist
One of the most useful techniques Garner suggests is to “focus on a smart nonspecialist who’s actually in your audience—or a friend.” This approach helps you strike the perfect balance between sophistication and accessibility.
Step-by-Step Application:
- Identify or imagine a specific reader of average knowledge about our topic.
- As you write, continually ask: “Would this make sense to [person’s name]?”
- Simplify complex concepts without being condescending.
- Eliminate jargon that wouldn’t be immediately understood.
Emphasize “What’s In It For Them”
People are naturally self-interested. Our writing becomes instantly more engaging when we highlight the benefits to your readers.
Practical Application:
- In emails requesting action: Start with how the request’s completion benefits the reader or their objectives.
- In proposals: Lead with reader benefits before detailing our proposed solutions.
- In reports: Connect our findings directly to reader concerns in the opening summary.
For example, rather than writing, “I need the Q3 budget projections by Friday,” try “To ensure you receive your departmental funding on time, please submit Q3 budget projections by Friday.”
Finding the Right Tone
The tone of your writing—our “voice” on the page—significantly impacts how receptive readers are to our message. Many professionals stiffen up when writing, adopting an overly formal tone filled with clichés and business jargons.
Developing a Natural, Professional Voice
Practical Steps:
- Read your writing aloud. Does it sound like something you would actually say?
- Eliminate bizspeak. Replace phrases like “pursuant to our conversation” with “as we discussed.”
- Use personal pronouns. Don’t overuse “I,” but do use “we,” “our,” “you,” and “your” to create connection.
- Use contractions. Contrary to what you might have learned in school, contractions (don’t, we’ll, you’re) make your writing sound more natural and approachable.
Before and After Examples:
Before: “Pursuant to your instructions, I met with Roger Smith today regarding the above-mentioned.”
After: “As you asked, I met with Roger Smith today.”
Before: “Please be advised that the deadline for the above-mentioned competition is Monday, April 2, 2012.”
After: “The deadline is April 2, 2012.”
Being Likable and Professional
Readers are more likely to respond positively when we sound likable and professional. Adopt a relaxed tone, as if speaking directly to the recipient:
- Include courtesies like “thank you,” “we’re happy to,” and “we appreciate.”
- Use people’s names rather than referring to “the above-mentioned patient.”
- Write as if everything we write might be read aloud in a courtroom—aim to sound fair, reasonable, and professional.
- Avoid sarcasm, which expresses contempt rather than persuading people.
Key Takeaways
- Understand your readers’ mindset: They’re busy, have little obligation to read your content, and will stop reading if it’s difficult to understand.
- Profile your audience: Consider their goals, pressures, and motivations to tailor your content appropriately.
- Write for a smart non-specialist: This approach helps balance sophistication with accessibility.
- Emphasize what’s in it for them: Make the relevance to your readers immediately clear.
- Find your natural voice: Avoid stiff, formal language and bizspeak; instead, aim to sound like a professional human being.
Action Plan
- Before your next email: Take 30 seconds to consider what your reader needs to know and why they should care. Place that information in your first two sentences.
- Review a recent document: Circle all instances of bizspeak and formal phrases. Rewrite them in plain language.
- Create a simple reader profile: For your next significant writing project, write down 3-5 points about your intended readers before starting your draft.
- Practice reading aloud: Read your next important email or document aloud before sending. Mark any phrases that sound unnatural and revise them.
- Collect effective examples: Start a folder of business communications that successfully engaged you. Note what made them effective.
Reflection Questions
- When was the last time you abandoned reading a business document? What about it failed to hold your attention?
- How might your typical business writing change if you consistently asked “why should my reader care about this?”
- Which bizspeak phrases do you find yourself using repeatedly? How could you replace them with more natural language?
- In what situations might you need to adjust your writing tone for different audiences?
- How does your written voice compare to your spoken voice? What steps could you take to bring them closer together?
In the next segment, we’ll explore the writing process itself—how to efficiently move from initial ideas to polished final documents through a systematic approach that prevents writer’s block and ensures clarity.
_Jump to: Part 2 - Mastering the Writing Process - From Madman to Judge
This content represents my own analysis and interpretation of concepts from Bryan A. Garner’s “HBR Guide to Better Business Writing. For the complete experience and the full depth of these ideas, I highly recommend purchasing and reading the original book.