Five Tips For Writing Strategically From Our Communications Pros
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With vast amounts of content waiting to be uncovered online, it has become increasingly difficult to not only capture but also sustain your reader’s attention for more than a few seconds. Writing strategically is a big part of what we do in our day-to-day jobs as communications professionals, from materials development to day to day interactions with our clients and the media. We’ve rounded up five tips to help you write strategically, whether you’re drafting an email or juggling various stakeholders’ competing interests in a business proposal.
Know who you’re writing for
Knowing your audience is paramount when thinking about the purpose of your message. Drafting an annual business report for internal stakeholders will beget a different writing style and language than when you’re preparing a press release for the local media. It’s also important to ask yourself what the reader already knows, why they need to know what you’re writing and how you can best reach them.
Get to the point
Start with the most important message upfront. Some experts recommend using the Bottom-Line Up Front (BLUF) method or an “inverted pyramid” by starting with the most critical information at the top before distilling it into other necessary details and background information in later paragraphs.
For long-form writing, such as proposals or reports, writing expert and lexicographer Bryan Garner suggests a summary of no more than 150 words at the top of any piece to help streamline your writing and create a framework for the audience before delving into the rest of the article.
Write simply
While jargon may be useful in explaining certain concepts, too much of it may risk losing the reader and result in him or her not understanding the message. Suppose you’re targeting a more general audience. In that case, it is ideal to first mention the technical term before breaking it down into simpler, more relatable language for the reader to follow more easily. Sentences should also be kept short and sweet. Shorter pieces of writing will help sustain your readers’ attention for longer and avoid losing them halfway through a point.
Read what you write (or have someone else check it over)
Once you’ve completed your piece, it’s always good to go back and read what you have written. Taking some time off between your writing will help you spot the little grammatical or expression errors you may not have noticed initially. Reading aloud can also help to see how the sentences sound and see if there are any structural mistakes.
Alternatively, you can also have a trusted friend or colleague help with the proofreading and have them point out any feedback they have. At Accela, we share our writing for review across the team, and it provides a helpful second opinion for the piece we’re working on.
Practice makes perfect
With every skill you have, practice makes perfect. Dedicate some time every day to do some ‘serious’ writing - it could be anything freestyle from a blog post to an opinion piece. In time you’ll find yourself gravitating towards a writing style that’s uniquely yours. If you find yourself in need of inspiration, take reference from established media outlets such as The New York Times and adopt a writing style that you’re most comfortable with.
Writing strategically doesn’t come naturally to everyone, but with these five tips, you’re bound to set yourself up for success to be a better writer.
