No matter what you are writing–whether it’s a blog post or a letter home, a multimillion dollar response to a proposal or a testimonial for a friend–all successful writing obeys these five basic rules:
- It is written for an audience and as specific an audience as possible. Only diaries and confessions are written solely for the benefit of the writer.
- It conforms to standard English so that no one has to decipher it to understand it. An exception is made here for fiction writers and lawyers.
- It has a purpose (for example, to entertain, educate, inform or intrigue), and it keeps to that purpose. It doesn’t ramble.
- It follows a structure, whether alphabetical, chronological, front to back, top to bottom or some other logical progression.
- It relies mainly on verbs and nouns, not adjectives and adverbs. That is, instead of phrases like “we are the world’s greatest company,” successful writing provides details (“we’ve won 20 industry awards”) that demonstrate greatness.
Successful writing is defined by its ability to communicate to others what the writer intended to communicate and perhaps more.
If your proposals, website and other marketing collateral are falling short of success, contact TWP Marketing & Technical Communications. We’re based in New Hampshire but our writing has brought us clients from throughout the US and around the globe.