I need to begin with a caveat. Writing is creative, so we have to be careful about applying rules. There's always a balance between communicating and expressing. As businesses our focus is on communication. But, we still need to express ourselves and reveal our business personality.

 

Following these 'rules' will make your writing easier to understand, easier to read and more likely to inspire. Injecting your business personality will enable readers to see what makes your business remarkable and distinct.

 

 

Write to be scanned

Some of you will be scanning this text. The sub headings are designed to help you. By breaking up the text it's easy to read without feeling overwhelmed. You can easily judge which bit is interesting or useful to you and make a decision about spending some time on this page.

 

We move quickly when online, making harsh judgements as we go. Your reader has no time to get to the meat of your argument or find the important message in the middle of your waffle. You need to be upfront.