Tập trung Điều chỉnh phạm vi và quy mô của văn bản của bạn để ảnh hưởng đến thái độ và hành vi của độc giả của bạn. Phát triển một ngắn gọn và phác thảo, thực hiện những cách nhất quán. Mục đích Xác định mục đích của những gì bạn đang viết và kết nối nó với độc giả của bạn các giá trị, niềm tin và tham vọng. | Overview of the principles of business writing Focus Adjust the scope and scale of your writing to influence the attitude and behaviour of your readers. Develop a brief and outline execute these consistently. Purpose Identify the purpose of what you are writing about and connect it to your readers values beliefs and ambitions. Avoid buzzwords embrace relationships and use sensory language. Meaning Be precise in your use of language. Do not write what something is explain what it means to people and the organisation. Substance Empower and respect your readers by allowing them to critically evaluate your claims. Elaborate or provide verifiable proof ideally from independent outsiders. Structure Use sequence consistency guidance and balance to build a structure that guides your reader though the text. Clarity Find the essence of your story make it self-evident describe it simply and economically structure it logically and make the whole thing flow. Humility Be humble while writing and editing. Critically judge your work recognise dissenting views avoid spin doctoring be genuine. CAPTURE. DELIVER. EXCEL. OVERVIEW 11 12 THE FIRST PRINCIPLE Focus Focus the foundation of a good text guides you through the planning and execution phases of your writing. Focus comes from using a brief and outline to determine what and how you are going to write. Remember the tortuous presentation that left the audience in a deep coma And the article that failed to move you in the first three paragraphs Or the 120-page business plan that never led to funding These products of wasted human toil and organisational resources probably lacked one of the crucial ingredients of good business writing focus. Focus involves adjusting the scope and scale of your writing in such a way that you are able to influence the attitude and behaviour of your readers. - Scope refers to the breadth and depth of a story. Breadth means whether you restrict yourself to the subject matter or
