Whether you're drafting a brochure, a website or a letter of introduction, the basic principles are the same.
1 Keep it short
No-one ever complains that text is too short. Remember: the more you write, the less likely people are to read it all. More length does not mean more value.
The ideal length depends on the situation. An advertisement should express the value of the product. That might take a hundred words, or three - or none. A website can go into more depth, provided its structure allows people to focus on the parts that interest them.
2 Keep it simple
Again, no-one complains when things are simple. Your readers are busy. They've got worries of their own. So set out your message as clearly and simply as you can.
Use short words rather than long ones. This is a great help to those who speak English as a second language and expresses honesty and commitment too.
The price for looking good is being misunderstood. In business, that's a high price to pay.
3 Serve your audience
Focus on what your reader needs to hear, rather than what you might want to say. Don't get caught up in trying to impress them. They are already reading; you have their attention.
Think of yourself as an assistant, not an artist. Your aim is to explain the value of your product or service from your audience's perspective. If they get the information they need to make an informed decision, you've done your job.
4 Say what is so
Always tell the truth. Lying is rare, but it's always tempting to exaggerate the good points and gloss over the bad ones. Consider carefully how far you want to bend the truth in your writing, if at all. Honesty always wins respect, even if the news isn't all 'good'.
It's OK to emphasise the positive - just don't go too far. For example, there's no point in saying you can serve clients of every size if your strength is working with small firms. Exaggeration turns specific strengths into big, hollow boasts.
5 Control your emotions
It's become fashionable for businesses to try and put more passion into their marketing. Business-to-business, we hear how firms want to be 'partners' and 'build relationships'. Consumer marketing focuses on the 'love' inspired by brands as much as the value of the actual products.
There's nothing wrong with this, but see point 4. Don't lie about your emotions - people will see through you. Also, consider whether people really want such feeling from your company. When we catch a train, do we want to feel loved, or arrive on time?
6 Avoid cliché
'People are our most important asset.' 'We work in partnership with you.' 'Dedicated to customers.' It may be true, but we've heard it all before. The words are worn out. If you use the same phrases as everyone else, don't expect your audience to see you as an individual.
The antidote to cliché is detail. Don't be abstract: say exactly what you do, how you do it and how it helps your customers.
7 Test it out
Finally, consider testing your text on a member of your target audience. You may all be pleased with it in the boardroom, but that isn't where it has to perform. Get feedback and take notice of it.
The obstacles to doing this aren't practical - they're emotional. We don't like to hear our wonderful writing being criticised. But it's essential if we want to refine our text into something that really works.