Clear and Effective

Do you ever find that sometimes you don't want to be direct and say exactly what you mean? Are you concerned that you may hurt someone's feelings or be too bold or conceited? It's easy to get caught up in fears about not being enough. Thoughts like "Will my boss like it?" or "I wonder if our competitors do a better job" are more common than many of us like to admit.

Writing in a passive way such as "It seems that many small businesses are working hard" as opposed to "Many small businesses work hard" conveys the feeling the writer may not be sure of what they are saying. The active voice  reflects confidence. Customers usually make up their minds quickly about a company. The writing in documents and online present a tone and style. Each business has their own intention in the marketplace. This focus needs to be based on who their readers are, what message is being presented and what function the writing serves? Does the company work with individuals, groups, families or other businesses? Is the goal to inform, direct, guide, instruct or request? Are you asking your readers to learn more, share, purchase once or repeatedly?

It's very important to have your readers not guess about what your meaning is. Writing can be as confusing or concise as you choose. Sometimes the goal of some companies is to emphasize some components of a message and minimize others. At times it may be important to bring attention to a special message, a limited sale, an important notification or a meaningful piece of guidance. In other moments, the tone of the writing may need to change from positive to cautionary.

Writing, like speaking, can take on a persona that fits with your audience. It's up to you to decide how to best give your readers what they are looking to find. Sometimes knowing what you should do is not enough. At times you may need some support to better say what you mean in a clear and effective way.