Know the audience.
Name the person you need to reach and the question they bring. Consider what they already know, what they need explained, and which details would help them decide.
A NOTE ON BETTER BUSINESS WRITING
Business writing.
Make every
word matter.
Give your message a clear purpose, a human voice, and a useful next step. Start with three essentials: your audience, your message, and their action.
Explore writing servicesContent creation / Product copy / Social media
THE WORKING DRAFT01 / 03
Good writing starts
with more words.
a clear idea.
Tell your reader what matters.
Give them a reason to care.
Make the next step easy.
Give them a reason to care.
Make the next step easy.
Start with
the reader.
the reader.
Original example, not client work.
01 / THE FOUNDATION
Business writing begins
before the first sentence.
Start with the reader. A focused brief gives the draft a job and gives the review a useful standard, so feedback can move beyond personal preference.
Choose the message.
Write the central idea in one sentence. Keep supporting points close to that idea, and separate verifiable facts from opinions or promises that still need evidence.
Define the action.
Decide what should happen next: read a guide, compare an option, or explore a service. Give that action a descriptive label and enough context to feel useful.
02 / FIND YOUR FORMAT
One message.
Different places to say it.
Match the format to the task. These three reading paths introduce topics covered on ACR Writing, from an explanatory page to a concise product listing.
01Content creationMake a subject easier to understand with a useful structure, direct headings, and relevant supporting detail.↗02Ecommerce listingsHelp a shopper understand the product, check important specifications, and distinguish a feature from a benefit.↗03Social media marketingGive a short post one clear idea while keeping its language connected to the wider brand message.↗
03 / AT THE EDITOR’S DESK
Bring a better brief.
Leave room to revise.
A draft is a starting point. Gather the source material before writing, then use a separate review pass for each kind of decision.
Read about writing samplesBefore the first draft
- The reader and their main question
- One central message and a next step
- Approved facts and source material
- Channel, tone, length, and review owner
Four passes, one clearer page
- Structure. Put the main answer where a reader expects it.
- Evidence. Check names, numbers, descriptions, and claims.
- Voice. Replace abstract language with direct, familiar words.
- Finish. Read aloud, test links, and proof the final layout.
Planning external support? Read the discussion of working with a freelancer and consider which tasks need a clear handover.
04 / NOTES IN THE MARGIN
A few good questions.
Eight starting points for a clearer brief, a more useful draft, and a focused review.
What is business writing for marketing?
Business writing for marketing explains an offer in terms a reader can use. It connects a product or service to a real need, supports important statements with evidence, and makes the next step clear. Its form changes across a website, product listing, email, or social post.
What should a writing brief include?
A useful brief includes the audience, the purpose of the piece, the essential facts, and the action you want a reader to take. Add the channel, approximate length, tone examples, and a review deadline. Identify who will check factual details before anyone starts drafting.
How is copywriting different from content writing?
Copywriting usually asks a reader to take a particular action, while content writing often helps someone understand a subject. The two overlap. A helpful article can introduce an offer, and a product page can explain a difficult concept; the purpose of the page should determine the approach.
Should every channel use the same words?
No. Keep the underlying message consistent, but adapt its length and presentation to the channel. A product listing needs clear specifications and benefits, while a social post has less room for context. Link to a fuller explanation when a short format cannot responsibly carry the whole message.
How can I make a product description clearer?
Start with what the product is, who it is for, and what someone needs to know before choosing it. Separate factual specifications from benefits. Replace vague praise with useful detail, and check every size, material, compatibility statement, or other important claim against an approved source.
When should search terms enter the writing process?
Consider search terms while planning the page, when you are deciding which reader question to answer. Use relevant language naturally in headings and supporting text. A search phrase is a clue about intent, rather than a reason to repeat the same words or add unrelated paragraphs.
What should happen during a content review?
Review the message before polishing individual sentences. Check whether the opening answers the main question, whether the order makes sense, and whether claims have support. Then review tone, grammar, links, and formatting. One person should combine feedback so the next draft has a clear direction.
Where can I explore ACR Writing topics?
Start with Services for the existing service collection, or explore the individual pages on content creation, ecommerce listings, and social media marketing. Writing samples provides another introduction to the subject. The Other section holds a wider mix of reading, so choose a topic that fits your immediate question.
THE NEXT PAGE
Find the words for
what comes next.
Explore the wider reading collection, learn about ACR Writing, or start with the service topics that match your next piece.
Browse the service collection