Business writing basics
Professional Presentation
Presentation plays an important role in how information is received, understood, and evaluated by readers. Key elements--such as page margins, font selection, and formatting consistency--enhance readability and communication.
Page Margins
Adequate margins (commonly 1 inch on all sides) ensure that text is not cramped against the edges of the page, which can otherwise strain the reader’s eyes and make the document appear cluttered.
Fonts
Preferred fonts include serif fonts like Times New Roman or sans-serif fonts like Arial or Calibri. Font size should be consistent (generally between 10 and 12 pt for body text) and used strategically: larger or bold fonts for headings, standard sizes for body text.
Formatting
Consistent formatting of headings, bullet points, indentation, paragraph spacing and the like greatly contribute to an orderly and readable document.
Conclusion
Effective document presentation is a key component of clear communication. By adhering to best practices, you can ensure your written words are easy to read and convey a sense of professionalism and attention to detail.
Whether it's a progress report, proposal or social media post, below are items to consider to ensure you communicate effectively with your targeted audience, employees, or customers.
Effective Communication Guidelines
Start with purpose
Open your message by clearly stating its purpose. Tailor your tone—professional or casual—based on your audience. Explain why the content matters to them to encourage continued reading.
Make It easy to read
Avoid long blocks of text. Use formatting tools like:
Headings and subheadings
Bullet points or numbered lists
Short paragraphs
Keep it structured and skimmable, but don’t go overboard with formatting.
Use clear, inclusive language
Define acronyms on first use, especially if your audience may not be familiar with them.
Avoid jargon unless you're sure your audience understands it.
Write for the reader
After drafting, review your message from the reader’s perspective. Ask yourself:
Is it clear and easy to understand?
Does it motivate the desired action or response?
Does it reflect the audience’s interests, values, or needs?
Does it provide value—whether by informing, entertaining, inspiring, or solving a problem?
Use the active voice
Using the active voice prevents wordiness and adds clarity.
End with a clear CTA
Make your call-to-action (CTA) direct and relevant. Include contact information or next steps to make it easy for the reader to respond or engage.
Types of Business Writing
Social media and artificial intelligence have significantly transformed business communication, with social platforms playing a major role. Business writing today focuses on marketing and sales promotion and day-to-day operations.
Marketing and Sales Promotion
Includes web content, email marketing, social media posts, and ad copy.
Day-to-Day Operations
Business writing aimed at running your business--such as reports, proposals, meeting documentation, technical documentation, and presentations, among others.