Top 7 Laws Of 'Sales By Attraction'

E-mails and Business (continued)
 

In my previous column, I discussed the need for entrepreneurs to craft their e-mail messages carefully, in order to maintain their reputations, credibility, and professionalism in a new business environment in which customers and entrepreneurs rarely meet face-to-face.  I offered some basic rules regarding the ‘crafting’ of e-mail messages; these included

1.   the maintenance of an air of formality in all e-mails, including personal messages, and

2.   the use of proper grammar, since grammar comprises a set of rules, which, by their very nature, impose structure, organization, and discipline and, thereby, convey an air of formality.

There are, of course, more rules.

3.   Write in paragraphs.  Paragraphs are the means by which information is organized.  Therefore, it is important to note that a paragraph contains only one idea or concept.  That idea must appear in the first sentence of the paragraph.  In fact, the first sentence of every paragraph is called ‘the topical sentence’ because it contains the topic.  The rest of the paragraph contains explanations, examples, illustrations, and all other data relating to the topic in the first sentence.  For example, if a book or essay designed to deliver data (not a novel, which has an entirely different purpose) is well-written, a reader should be able to read the first and last paragraph of each chapter and the first sentence of each paragraph in-between.  That is because if one reads the introduction, conclusion, and topical sentence of every paragraph, one assumes that all the major points are covered.  The rest is simply supporting data.  Remember this when you have a considerable amount of material to read in a hurry.  However, first gauge whether the author is a good writer; if not, the material will not be this well-organized, and you may have to read the entire text.  Also remember this when you write e-mails and other business correspondence; organize the material in this way for your audience.  

Although it may seem self-evident, given the material above, it is worth noting that a paragraph, by its very definition, comprises more than one sentence.  Many university students believe they are writing two paragraphs when they write one sentence followed by a line space and then another sentence and another line space.  If you are inclined to write only one sentence, you should reconsider whether the topic is important enough to include.  Or you could consider including it in another paragraph, as one small aspect of a broader topic.  

The opposite danger is to write a paragraph that is too long.  There is a general rule of thumb for essay-writing.  A paragraph should not be shorter than half a page, double-spaced; it should not be longer than three-quarters of a page, double-spaced.  This is not an arbitrary gauge; rather, it is based on people’s ability to comprehend information.  Learning theory states that there is only so much the mind, and therefore the eye, wants to take in at one time.  The mind wants the material organized.  The creation of paragraphs of reasonable length signals to the eye, and therefore the mind, that the material is organized.  The mind is then more receptive to reading on.  For the purpose of e-mails, paragraphs can be shorter, but always write at least three sentences on the topic.

When your topic requires the delivery of more information than it is wise to put in one paragraph, subdivide the topic into subtopics.  This section on paragraphs is a perfect example.  Technically, it’s all about the same topic – paragraphs.  However, the first paragraph is obviously long enough; therefore, I created new subtopics – paragraphs comprise more than one sentence, the dangers of writing paragraphs that are too lengthy, the need to subdivide topics for the purpose of writing paragraphs of reasonable length, and the desirability of writing e-mails comprising no more than nine paragraphs in length.  Note that you can read only the first sentence of every paragraph I crafted and still know all the main points.

Finally, keep your e-mails down to nine paragraphs.  Learning theory states that the mind prefers lists and, more specifically, it prefers lists of no more than nine items.  So, when crafting business correspondence, including e-mails, plan to include an introductory paragraph, a closing paragraph, and no more than seven paragraphs comprising seven major points of information in-between.  The eye, and therefore the mind, automatically will register a list of nine items.

To be continued ...

Writing Tip

Words that should be spelled out, even in business writing:  

Always spell out and; avoid using &.

Spell out units of measurement; for example, write inches and kilometres, rather than in. and km.

Spell out geographical names; for example, write Massachusetts and Canada , rather than Mass. (or MA.) and Can.

Spell out names of days, months, and holidays; for example, write Thursday, March, and Christmas, rather than Thurs., Mar., and Xmas.

Spell out names of people; for example, write Robert and Virginia, rather than Robt and Va.

Spell out courses of instruction; for example, write psychology and economics, rather than psych. and econ.[1]

 

Learn a New Word

Fortitude: noun

Strength of mind that allows one to encounter danger or bear pain or adversity with courage; for example, she showed great fortitude during her long illness.

It is the aim of this column to address the issues of the importance of good writing to the success of business, correct grammar, proper punctuation, and the writing of business letters, cover letters, proposals, resumes, brochures, faxes, e-mails, and memos.  I invite readers to submit questions related to writing; send your questions to clearly_written@hotmail.com. 

 

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