Frontline Perspectives

Business writing is a lot like housebreaking a puppy. I came to this conclusion at four o’clock this morning while standing outside, coaxing my Wheaten Terrier, Red, to do his business. I filed the idea away for later, thinking there’s no way it would make sense during the decent hours of the day, but even now I think there’s something to it. At a basic level, business writing and potty training are both arts of persuasion.

Take tone, for example. As a copywriter, I know I need to use the right voice in marketing copy, as well as in the yard. A strong imperative statement will resonate if the tone is appropriate.

The same logic applies to the issue of clarity. You can’t mumble when you’re trying to convince someone to do important business.

Incentives always help, whether it’s a tchotchke in the mail or a biscuit in my pocket.

But nothing matters more than good, old-fashioned patience. Every time Red starts to sniff the rug, either my husband or I run him out the door. That happens about a dozen times a day. Sometimes our effort pays off, and sometimes Red just wants to roll in the grass. Likewise, you might compose a dozen drafts and spend hours rolling words around before a message rings true. So, the next time you sit down to write a business letter or e-mail, remember to get the tone right, be clear, and keep your eye on the prize. As Red would tell you, if you keep it up long enough, you’ll eventually get the results you want!