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Persuasive writing highlights the benefits of your offer and helps readers make better decisions. The product landing page achieves the same results by highlighting even more benefits like “$0 Annual Fee”: It makes a compelling case for hitting the “ Apply Now” button.

“Earn 2x points for every $1 spent at restaurants”.

“Get 5% back on all Barnes & Noble purchases”.

“Earn a $25 Barnes & Noble gift card after your first purchase or balance transfer”.

This email from Barnes & Noble about the “Must-Have Credit Card for Book Lovers” is a good example of persuasive writing in action:īarnes & Noble immediately addresses their target audience-book lovers-and then lists the benefits of the credit card: However, as with informational writing, it backs all arguments with evidence. Persuasive writing often has a more informal tone. It borrows heavily from copywriting, where the aim is to sell the value of your brand and convince potential customers to choose your product.

Persuasive writing convinces a reader to take a specific action, like purchasing a product or signing up for a demo. The writing focuses on the what and why, making it easy to understand. Take this slide from Facebook’s research about teen mental health:įacebook avoids presenting opinions and organizes information clearly and thoughtfully. It sticks to the facts and focuses on relevant information. The tone of informational writing is neutral. Informational writing works well for internal business documents (e.g., financial reviews or employee handbooks) and educational materials (e.g., white papers and meeting minutes). Rather than helping the audience complete a specific action, informational writing educates them by providing knowledge or insight.

Like instructional writing, informational writing helps readers learn something new. Users arrive at this page intending to complete a specific task.

Provide a video tutorial to help people who prefer to learn visually.

Break down instructions in clear, simple steps.

Keep the audience’s level of expertise in mind.

Here’s how it helps readers add their first product: Take Shopify’s guide to getting started with an ecommerce website. This type of writing has a neutral, knowledgeable tone and presents instructions clearly.

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Instructional writing aims to teach the reader how to complete a task (e.g., how to use your product or troubleshoot a common issue). If you are merely teaching them how to perform that action, then you need instructional business writing. How you want to engage your audience will determine the format for your business writing.įor example, are you asking them to perform an action? In that case, you’d need persuasive business writing. The four types of business writing are instructional, informational, persuasive, and transactional. Good business communication should keep readers informed and leave them with clarity on what to do next. It prioritizes clarity and concision to achieve the main objective (e.g., inform, direct, explain, or request an action)īusiness writing focuses on what matters. It addresses the needs and expectations of the right people, using the right titles, format, language, and tone You use business writing inside and outside your company to engage stakeholders, employees, customers, and clients.Įffective business writing nails two main components:

Marketing materials (e.g., website product pages, press releases, articles, etc.).

People use business writing in a wide range of formats, including the following:

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Well-written, professional communications position you as a trustworthy and knowledgeable source, increasing people’s confidence in and respect for you and/or your company. It tells readers about business ideas and concepts with clear, effective language. What Is Business Writing?īusiness writing is a style of writing meant to deliver a message to a professional audience.

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And you’ll get a free 22-point checklist to check your content before publishing.

In this article, you’ll learn the different types of business writing and how to use them to engage your audience. Strong writing skills are essential for effectively communicating your message and selling your ideas.

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