Business writing is, at its most basic level, the documentation of an organisation’s operations. But, as with any form of writing, it can be all manner of things. For some companies, it can be a means of communicating with customers more efficiently; for other companies, it may be used to demonstrate to investors the solidity of their business plan.
Here, we’ll explore some of the most common types of business writing as well as give some tips on how to structure and analyse these documents,
The Basics: What Is Business Writing?
Put simply, business writing is all the documentations that an organisation creates to either support or replicate its operations. These could include letters, emails, memos, proposals, articles, and more. It can also be the information that is stored digitally, such as the contents of an organisation’s website.
Business writing can take many different forms, but it always has three main sections:
- A brief introduction or foreword, which sets the scene and provides some background information on why the document is necessary
- A body, which contains the operational/ factual information discussed in the document (including figures and tables, if relevant)
- An appendix, which includes the sources of all background information and supporting documentation, as well as an annexes, which are further sub-divisions of the body (e.g. a tables annex, a letters annex, a glossary or index of terms)
Whichever type of business you are in, it’s essential to understand what sort of writing will be required to make things run smoothly. Without a clear idea of what to expect, it can be tricky to know where to start, making the process unnecessarily stressful and time-consuming, as well as possibly giving you less motivation to complete it. The following sections will discuss some of the most common types of business writing and the general guidelines you should follow to ensure that your documents are well-deserved of the “best idea” title.
Product Reports And Description: Useful For New Products And Services
If you’re launching a new product or service, then you’ll almost certainly need to write down what it is, why people should care and either use it or buy it, the benefits it provides, and so on. This type of writing is also called “product report” or “product description”, and it’s extremely common in the tech industry, where new products and services are launched and then slowly phased in to the market, usually one at a time. In these circumstances, it’s common for companies to write detailed reports about their new products, in order to establish themselves as a serious, thought-leader in their field.
These reports are usually between three and six pages in length, and they should contain everything necessary for people to want to use or purchase the product. They should also include enough details about the product so that those who use or buy it can understand how it works and what benefits they’ll get from using it. The following guidelines will help you create these detailed reports:
- They should be factual and objective The main purpose of this type of writing is to provide a clear and accurate picture of the product (or service) that is being described. So, if you’re writing about a new hair care product, then the information in your report should be readily available and easy to verify. A factual product report is more likely to be believed by those reading it, because it is easier to check for accuracy. It also makes the writer more believable, because it shows that they have done their research and have some knowledge about the subject matter.
- They should be concise The ideal length for a product report is three to six pages. Anything longer, and the document will likely lose some of its impact. This is mostly because people will either skim over the information, or worse, lose interest and complete it. In these circumstances, it’s better to write a shorter document, although still providing sufficient information, than risk losing the reader’s interest by writing something too long.
- They should reflect a professional tone The product report is a useful tool for any professional, so it is essential that it exhibits a certain tone and voice. If you’re writing this for external readers, such as investors or potential customers, then you want to write in a way that shows that you are a credible, competent professional. This means that your writing needs to match the standards your target audience expects from an expert in your field.
- They should be easy to understand For anyone reading the report, you want to ensure that they have enough information to follow the discussion without too much background knowledge. In cases where additional information is needed to fully understand the report, then that information should be readily available and easy to find. Even better if it’s already included in one of the other sections of the report!
Market Research: For Established Markets, But More About Trends Than Facts
If you’re exploring a new market for a product or service then you’ll probably need to conduct some research. This can be done via various means, including:
- Surveys, questionnaires, and observation, via visits to retailers, restaurants, or bars (e.g. Buzzfeed’s street-mapping strategy)
- Reviews of competitors’ products and services (e.g. the Google reviews on Amazon or the TripAdvisor reviews on Hotels.com)
- Statistical analysis of historic purchasing patterns, via platforms like Google Analytics, or proprietary databases (e.g. Marketo’s cloud-based marketing automation platform)
- And the list goes on
Once you have conducted the research, you’ll need to summarise the findings in a report. This type of document is usually called a “market analysis” or “market research report”. The following guidelines will help you structure a report to accurately display the findings of your market research:
- It should be between three and six pages long
- The first page should set the scene and provide some background information on why the document is necessary
- The next three pages should include the key findings of the study (e.g. What did you find out from the research?)
- The final two pages should include a summary of the material covered, along with an idea of what further research might be relevant (e.g. What would you add next time you’re researching this topic?)
Reports like these are extremely useful, as they allow companies to identify key patterns and themes in existing markets, as well as help them predict what will happen in the future. They can also be used by companies as a guide to develop material for presentations to stakeholders, such as investors and customers, in the hope of expanding into new markets.
As a business owner or manager, it’s your job to ensure that your organisation functions well and that you’re able to provide the best service possible to your customers. There are many different aspects to running a business, from marketing and sales, to production and delivery. Writing and documentation are an essential part of that, and it’s a role that’s often undervalued. While some people see writing as a necessary evil, you can actually look at it as a valuable skill, one that can help you improve the way you operate and communicate with your staff, as well as provide you with a valuable source of information about the business. So, instead of seeing writing as a necessary evil, write it off as another useful skill you can add to your toolbox.