Writing was invented around 5,000 years ago, and the rest is … well, history. Before writing evolved, people couldn’t record events or anything they learned, so they had no means of sharing information other than in person. Without a way to build upon knowledge, people were limited by their own experience and what they learned from those immediately around them.

Writing changed all that. With it, human beings created civilizations. But for many millennia, the rich governing classes owned the ability to both read and write. A few culture and technology revolutions later, and now we all own those powers. With a simple click you can share an opinion with the whole world. Reach decision-makers and influencers. Create a market for a product or service, or a community of followers or friends.

One result of owning this magical power is that like Superman, you’re obliged to use it! More opportunities are open to you than any of your ancestors, even your parents. But because everyone has the power, whatever your goals, competition is guaranteed. Whether you’re a job applicant, a manager who wants to rise, an entrepreneur who hopes to do it your way, a professional or a specialist of any kind, writing well is today’s imperative.

If you’re reading this book, you already know that. But I think you’ll be surprised by how many more ways good writing can reward you than you now suspect. Good writers are increasingly at a premium in every industry and in every kind of enterprise. And everybody must write. It’s no longer a responsibility that can be delegated to assistants or PR professionals. Nor is it a side task that most employees, entrepreneurs, or independent workers can sidestep.

Today we all stand on our own: for everyday messaging that gets the job done, builds relationships, and prevents problems. For strong reports, proposals, and marketing materials that may be make or break events. For playing a role in the online world and using websites, blogs, networking sites, and social media to our advantage.

Whenever a new communication medium emerges and we have more ways to deliver messages, the writing challenge grows. The Internet turns the worlds of journalism, marketing, public relations, advertising, and business-building upside down. It’s all become “democratized” — one big open field. The ticket is good writing backed by strategic planning, or strategy backed by writing. Properly seen, they are two sides of the same coin.

About This Book

I wrote this book to give you a high-stakes tool for accomplishing your own goals and dreams. While I aim to show you how to think and write strategically, the methods are totally pragmatic. Every idea and technique is ready to use and fully demonstrated. I base everything on my own decades of trial and error as a journalist, magazine editor, corporate communications director, and consultant. The methods I show you have been field-tested in hundreds of my workshops and courses for businesspeople, public relations professionals, corporate communicators, and nonprofit leaders.

This book gives you a complete foundation for effective business writing as well as guidelines to instantly improve everything you write. I hope the following chapters inspire you to keep improving, a process I see as an endlessly rewarding quest.

Foolish Assumptions

Do you assume any of the following?

• Writing well is a talent you’re born with — or not.
• Improving poor writing is difficult.
• Good writing is defined by correct grammar and spelling “rules.”
• Expressing complex thought demands complex language.
• Writing dense copy with long words makes you look more intelligent and educated.
• Visual media like video and images diminishes the need for writing well.
• Reserving your best skills for “important” material makes sense.

Every one of these assumptions is false. I debunk all of them in this book. For now, the important truth is that you can write better, whether you need basic grounding or are already a good writer and want to become better yet.

This book gives you down-to-earth, easy-to-use techniques. It does not give you grammar lessons. Many of the ideas and thinking processes are drawn from the toolkits of professional writers who in large part learn by long trial and error. I want to save you that time. My mission is to show you how to know what to say and how to say it, whatever the challenge. I also leave you with ways to recognize how to determine if you’re succeeding, and if not, how to fix the problems.

How This Book Is Organized

As the author, naturally I’m happy if you read the whole book in the sequence I created for it and build your skills step by step. However, you can equally choose to dip into chapters and sections as you need them or the spirit moves you. Use the table of contents or index to find what you want and after you’re there, you may see options for delving further into subjects elsewhere in the book.

I organize the book into six parts.

Icons Used in This Book

To help you focus on what’s most important and move it into memory, look to the icons.

These are practical ideas and techniques you can put to work immediately — and amaze yourself with good results!

This icon keys you in to guidelines and strategies to absorb and use for everything you write.

This icon signals thin ice, don’t take the risk! Observe these cautions to avoid endangering your business, image, or cause.

You’ll also find sections that begin with, Try This:. Why leave all the work to me? Take these opportunities to try your own hand or apply an idea. Nothing builds your skills like practice — and I think you’ll enjoy it, and feel more confident.

Beyond the Book

In addition to what you’re reading now, this book also comes with a free access-anywhere Cheat Sheet that gives you even more pointers on how to write effectively in the business world. To get this Cheat Sheet, simply go to www.dummies.com and search for “Business Writing For Dummies Cheat Sheet” in the Search box.

Where to Go from Here

Starting at the beginning gives you a foundation that applies to everything you write. But if you prefer diving right in for help on a specific challenge, by all means do so. The advice may suggest other sections for more depth and you can follow up as you choose.

Everyone learns differently. Grown-ups enjoy the advantage of knowing their own learning style. Furthermore, we all have our own writing problems to recognize and address. I tell you freely that I have my own, and many of the examples of transforming blah wording to a more powerful version come from editing my own first drafts. To be most useful, I offer choices — different ways to identify problems and improve everything you write.

Build a personal repertoire of techniques that work for you, then take this toolkit on the road with you. Doing so brings you a more successful journey, new confidence, and a lot more fun along the way.