In business, writing isn't just about words—it's about results. Whether you're crafting a proposal, pitching an idea, sending an email, or updating a resume, your writing reflects your thinking. Writing That Works is a practical guide that cuts through the clutter and teaches you how to communicate clearly, concisely, and persuasively. Roman and Raphaelson, both former Ogilvy & Mather executives, use their decades of experience to show how good business writing can open doors, move people to action, and improve your professional image.
Let’s explore the book’s core principles and strategies.
✍️ Part 1: The Essentials of Effective Business Writing
1. Make Your Writing Easy to Read
Good writing starts with simplicity. Don’t try to sound impressive—aim to be understood. Use short words, short sentences, and short paragraphs.
❝ The more you say, the less people hear. ❞
2. Know Your Audience
Tailor every message to the person receiving it. Ask:
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What do they need to know?
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What do they care about?
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What’s in it for them?
3. Write the Way You Talk (When You’re at Your Best)
Adopt a natural tone. Avoid jargon, clichés, and overly formal language. Be clear, conversational, and human.
4. Get to the Point Quickly
Don’t bury the message. State your purpose early and confidently. Your first sentence should tell the reader why they should keep reading.
💼 Part 2: Writing Specific Types of Business Documents
5. Memos That Get Action
Memos should solve problems, not create them. Focus on clarity and action:
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Open with your recommendation.
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Follow with rationale.
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Use bullet points or subheadings for structure.
6. Effective Business Letters
A great letter is personal, purposeful, and professional. It should:
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Begin with a strong lead sentence.
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Use active voice.
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Close with a call to action.
Tip: Always include your contact information and end with a thank-you.
7. Email That Gets Read
Today, email is your handshake, pitch, and follow-up in one. Keep it:
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Brief (3–5 sentences when possible).
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Scannable (use line breaks).
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Specific in subject line (not “Important” but “Project Update: Q3 Timeline”).
Avoid emotional tones, excessive CCs, and long threads.
📢 Part 3: Persuasive Communication
8. Writing That Sells Ideas
Whether it’s a proposal or a pitch, your writing should persuade, not just inform. How?
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Start with a hook: a surprising fact or question.
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Frame the problem your idea solves.
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Describe the benefit to the reader.
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Anticipate objections and answer them.
Use real examples, not theory, to build credibility.
9. Presenting Proposals
Structure matters:
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Executive summary
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Problem definition
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Your solution
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Implementation steps
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Costs and timelines
Use headings to guide the reader and concrete data to support claims.
10. Writing for Influence
To change minds, appeal to:
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Logic (use facts)
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Emotion (make it personal)
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Credibility (demonstrate expertise)
People rarely change because of logic alone. Tell a story that connects the facts to a real-life outcome.
📈 Part 4: Writing for Leadership
11. Leaders Write to Inspire
When leaders write, they must rally, align, and empower. Whether it’s a company-wide email or a shareholder letter:
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Be transparent.
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Reinforce values and vision.
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Recognize people’s contributions.
Your tone should be confident, inclusive, and optimistic.
12. When You Write for Someone Else
Ghostwriting is a business reality. When doing so:
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Match the person’s voice and tone.
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Reflect their priorities and personality.
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Stay invisible—it's their message, not yours.
Interview the speaker or read their past writing to get the tone right.
🧰 Part 5: Tools, Tips, and Techniques
13. Use Active Voice
Active: “We completed the project.”
Passive: “The project was completed.”
Active voice is stronger, shorter, and clearer.
14. Avoid Business Buzzwords
Words like “synergy,” “leverage,” and “bandwidth” can dilute your message. Be direct and specific. Say:
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“Use” instead of “utilize”
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“Help” instead of “facilitate”
15. Cut Useless Words
Trim phrases like:
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“In order to” → “To”
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“Due to the fact that” → “Because”
Concise writing respects the reader’s time.
16. Design Matters
People scan before they read. Use:
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Headings
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Bullet points
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White space
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Bold text for emphasis (use sparingly)
17. Proofread—Then Proofread Again
Typos and grammar errors hurt credibility. Read out loud or use tools like Grammarly. For important writing, ask a colleague to review.
💡 Part 6: Communicating Ideas That Stick
18. Use Analogies and Examples
Help the reader understand unfamiliar concepts through comparisons. For instance, compare a new software tool to a “digital assistant” that never sleeps.
19. End with Impact
Don’t trail off—finish with:
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A powerful summary
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A call to action
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A memorable line
Leave the reader with clarity, not confusion.
20. Revise Ruthlessly
Great writing is rewriting. Don’t be afraid to:
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Reorganize
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Delete fluff
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Sharpen sentences
Writing is a craft. The more you work on it, the more persuasive and clear it becomes.
📚 Bonus Tips from the Authors
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“The first draft is for you. The final draft is for them.” Don’t worry about perfection at first—just get your ideas down.
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“You’re not the hero—the reader is.” Frame your writing around the reader’s needs and motivations.
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“If you confuse them, you lose them.” Clarity always wins.
✨ Final Thoughts: Why It Matters
“Writing That Works” is not about being a poet or novelist. It’s about writing with purpose in the real world of business. Whether you're sending a simple email or drafting a major proposal, the goal is the same: move the reader to action.
Clear writing shows clear thinking. And clear thinking builds trust, respect, and influence. In a world full of noise, your ability to write effectively can set you apart.
🧭 Recommended Use
This book is ideal for:
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Entrepreneurs pitching ideas
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Managers communicating with teams
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Job seekers writing resumes
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Marketers creating campaigns
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Anyone who wants to write better at work
📌 Conclusion
In business, your words can win deals, build partnerships, inspire teams, or lose opportunities. Writing That Works gives you the practical techniques to write with confidence, clarity, and impact. From memos to marketing copy, proposals to presentations—mastering the skill of effective writing helps you lead, sell, and succeed.
If you want to deepen your mastery, read the full book. It's packed with examples, revisions, and timeless advice that will strengthen your writing at every level.
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