The only business writing book you’ll ever need - Laura Brown, Rich Karlgaard 2019
Business relationships
Types of business writing
Introductions
Providing written introductions for colleagues and associates is a vital part of business networking. A good introduction can get the dialogue started in a productive way.
Before we go any further, a note of caution: don’t make an introduction if you’re uncomfortable about doing so. An introduction is a kind of recommendation: you’re essentially saying, “This person will be worth your time to talk to.” Don’t put your reputation on the line if you have any doubts about either party.
BE CLEAR ABOUT WHAT YOU’RE ASKING
When you introduce two people, it’s your responsibility to set up the relationship. You should make it clear not just who the parties are, but why you’re making the introduction in the first place.
Often the introduction will be of more benefit to one party than the other. Perhaps someone would like to do an informational interview, asking for information about a business or an industry or seeking career advice. When that’s the case, be honest about it, and be sure you thank the party who (you hope) will provide the help.
CONSIDER BOTH OF YOUR READERS
Before you write the introduction, it’s important to get permission from both of the parties involved, especially if you feel that either might be uncomfortable or unwilling. If someone has asked you to make the introduction, be sure you understand what they’re hoping to get from the new relationship. Particularly when you’re requesting a favor from someone, ascertain that they’re willing to provide it before you put them on the spot with an introductory e-mail. Contact both parties separately to assess the level of interest and request permission to make the introduction.
START STRONG
Address both readers in your salutation. It’s usually wise to place the name of the senior or more powerful person first.
Start by orienting both readers. Say explicitly that you’re making an introduction, and explain why. Even though you’ve contacted both parties before writing the e-mail, remember that your readers don’t know each other and will need to be reminded about the reason for the introduction. Mention how you met each of the parties, if that seems relevant.
GET YOUR CONTENT RIGHT
In most cases, your introduction doesn’t have to be long. Offer a bit of information about both of the parties being introduced. In a quick e-mail, just a sentence can be enough. Suggest how this new connection might benefit each person. However, if it is clear that one party will benefit far more than the other, be straightforward about that, and thank the person who’s granting the favor. If you are introducing a recent graduate to an executive, for instance, it is clear that the introduction will likely have greater business benefit to the younger person.
If you want to provide background information about either party, consider including a bio or a link to that person’s website.
Finally, leave it up to your readers to decide on the next steps. Don’t say anything to suggest that either of your readers is obliged to go forward with a meeting. Make the introduction and allow them to determine how to proceed. Don’t offer to make arrangements for a meeting unless you’re already sure that both parties are on board and comfortable with your playing this role.
Dear Louise, dear Su,
It’s my pleasure to introduce you two. Louise, Su is the UCLA graduate I mentioned who is hoping to learn more about the analytics field—thank you for agreeing to speak with him. Su, Louise has been working for Simons for nearly twenty years and can give you the best possible guidance on the field.
I think you’ll enjoy knowing each other.
All the best,
Jill
Recommendations
Written recommendations are requested in a lot of situations: for college or graduate school, for other kinds of educational programs, for scholarships, and sometimes for employment purposes.
Think carefully if you’re asked to provide a recommendation. Writing a letter of recommendation is a serious responsibility. You should never agree to write a letter of recommendation for someone who’s unqualified, someone you don’t really know, or someone you feel uncomfortable about supporting for any reason. It’s better for you and the candidate if you say no than if you send out a lukewarm or vague recommendation. In addition, composing a good recommendation requires a significant investment of time and energy, so be sure you’re ready for the task, and give yourself plenty of time to go through several drafts.
UNDERSTAND YOUR PURPOSE AND YOUR READER
It’s easy to slip into generalities and platitudes when you’re writing a recommendation. The cure for this risk is keeping a close eye on your purpose and your reader. Find out as much as you can about the opportunity the candidate is applying for, and focus your efforts on describing the fitness of the candidate for that role.
Put yourself in your reader’s position. What will she be expecting to hear from you? What will she hope to hear? What information can you supply that will make her want to accept the applicant? What can you say to make her understand what’s special about the candidate?
START STRONG AND SPECIFIC
The opening of your recommendation is important. You should announce at the very beginning of your letter who you’re writing for, and for what purpose. Explain how you know the candidate and how long you’ve known him. State explicitly that you recommend the candidate.
Your first paragraph should express how strong your support for the candidate is. If you recommend him for the role, say so. If you offer your strongest possible support for the candidate, say that. If you cannot think of anyone better suited for the position, go ahead and state that here. Be honest about your degree of support, and don’t make the reader persevere all the way to the end of the letter to learn how strongly you feel about the candidate.
GET YOUR CONTENT RIGHT
As you think about your content, confirm that you have complete information. Be sure that you understand the opportunity the candidate is applying for. If you feel fuzzy about it, find a website that can fill in the gaps in your understanding. It’s also important that you understand what the candidate hopes to accomplish in the new program, initiative, or position. If you have questions about this, follow up with the candidate and get more details about his plans and aspirations. Get a copy of his résumé, so that your comments will be consistent with the information there.
What’s really valuable about your recommendation are your personal and professional insights into the candidate and his abilities. Your letter can testify for the candidate in a way that his résumé or class transcript cannot. What you know about the candidate, and how that information fits into the bigger picture of the opportunity, is the core of your content.
Think about the special things you can tell the reader about the candidate that the rest of his record may not demonstrate. Think about what the new environment will demand of the candidate, and provide details that indicate he’ll do well in that setting. Be specific and analytical about his qualities and accomplishments; don’t rely on vague praise.
You may have been asked some specific questions in the request for a recommendation—for instance, as part of an application packet. Make sure your letter addresses those questions directly. If you’ve been asked about the candidate’s weaknesses, don’t ignore them. If you’re grappling with a question about the candidate’s shortcomings, write about a weakness that can be overcome. Better yet, describe how the candidate is already overcoming it. Consider whether the opportunity the candidate is applying for might be the perfect setting for him to address an area of weakness, and how he might perform.
FIX IT BEFORE YOU SEND IT
It’s very likely that your first draft will be too long, and it may be unfocused. That’s to be expected. Go ahead and write everything out, then take a break from it if you can. You might have received instructions about the desired length of the letter; don’t go beyond that length, and even if there is no length restriction, don’t exceed two pages. Keeping the length under control will force you to write a tighter and more persuasive letter.
As you revise your draft, imagine how your reader might respond to what you’ve written. Try to sharpen and condense the message. Before you send off the recommendation, proofread it carefully to ensure that you’ve left no typos or other errors that might undermine your credibility.
Below is a sample letter, annotated to highlight key components.
To the Hiring Manager:
It is my great pleasure to recommend Susan McCord for employment. I supervised Susan in her job of database manager at Gibbons International for six years.¶ We are all very sorry that Susan has decided to leave Chicago, but I am very pleased to offer my strongest possible recommendation for her in her new home.#
Susan headed a team that provided data for seven diverse groups of our organization, and she always carried out her work with diligence and aplomb. The data division received many requests for data, often sliced into unusual configurations. It’s part of marketers’ jobs to look for unusual and potentially fruitful patterns in data, and Susan’s familiarity with our data and our software made these creative searches very successful. Many requests came in at the last minute, and Susan was ever unflappable, meeting one insane deadline after another.**
In spite of her very high-stress and high-stakes position, Susan carried out her responsibilities with an almost superhuman goodwill. She was always a pleasure to be around and happy to do whatever it took to get the job done.
I should also mention that Susan was an exemplary role model and guide for the staff who reported to her. Many of her staff were recent graduates getting their first taste of a “real” job. Susan was brilliant at shepherding these entry-level employees, coaching them through stressful periods, and helping them grow into responsible and productive professionals. Susan’s entire team was always ready to accept any challenge with diligence and good humor.††
In closing, it is my pleasure to offer Susan my very strongest recommendation.‡‡ If I can give you any further information, please do not hesitate to contact me at rstraker@gibbonintl.com.
Sincerely,
Rob Straker
LINKEDIN RECOMMENDATIONS
Recommendations on LinkedIn can provide valuable insights about an individual or a business, and recruiters and hiring managers do look at them. While those recommendations may not make or break an application, they can help. To make the recommendation you write as useful as possible, follow these guidelines:
Provide a brief summary of how you know the candidate.
Offer specifics about the candidate’s performance, using measurable results wherever possible. Vague comments like “performed well” and “was a pleasure to work with” can do more harm than good, by suggesting that you don’t really know the candidate well or even that your recommendation is fake.
Focus on transferable skills, since you don’t know what positions the candidate might be applying for.
Provide examples of the candidate’s performance. Tell a story.
If you’re writing a recommendation for a business owner, focus on how their business stands out from the competition, why you chose to work with them, and how you feel about the outcome.
Limit the recommendation to 60—100 words.
Thank-yous
Writing a thank-you note appears to be a dying art, particularly in business. The good news is that if you master the art of the thank-you, and practice it regularly, you’ll stand out in the crowd of your ungrateful and thoughtless peers.
When should you write a thank-you message in business? There are some circumstances where a thank-you is absolutely required: when someone has written you a recommendation, when you’ve had a job interview or an informational interview, or when someone’s made an introduction that benefited you. There are other situations where a written thank-you is simply gracious: when someone took on some of your work and helped you get across the finish line, when someone gave you some good advice, or when someone helped you overcome an obstacle you couldn’t have handled on your own. It’s rarely wrong to send a thank-you note, so if you have the impulse, do it.
If you need a reason to send a thank-you beyond simple politeness and gratitude, it’s worthwhile to consider that sending a thank-you note can help strengthen your relationship with your reader. A sincere thank-you can leave a lasting impression.
Here are some hints and tips for sending a thank-you message in a business context:
Keep it appropriate. Your relationship with your reader will help shape the way you write your thank-you. A thank-you to your boss will likely sound different from a thank-you to a peer or someone who reports to you.
Send your thank-you message promptly.
Write in your own voice. Sometimes people get nervous when they write thank-you notes, thinking they need to sound more formal or flowery than they usually do. There’s no need to dress up your style. Speak from the heart, and write in your usual businesslike manner.
Be specific about what the action or gesture meant to you. A thank-you for an interview should follow a particular form (see here), but a thank-you for help or advice can be more free-flowing. Let your reader know what you’re grateful for: how much time and misery they saved you, for example, or how they set you on the right course.
If appropriate, specifically acknowledge the effort the reader made in your behalf. For instance, if someone spent a lot of time with you or worked through lunch to help you out, be sure to mention it.
For Deeper Connection and Reflection, Write It by Hand
Dominique Schurman
From the very early days of humankind, people have had a deep and profound desire to connect with others through words and symbols. As humans, we have discovered that spoken words, often in one ear and out the other, are not always as lasting or impactful as the written word.
We have seen throughout time that the power and impact of the written word has left lasting legacies in families, in relationships, and in history. From the simple note exchanged between friends, to a personally penned letter from the outgoing president to the new, letters have lasted in our lives, adding value and meaning and, at times, changing the course of our lives.
In this age of e-mail and texts, with phones connected to us twenty-four/seven, is there still room for handwriting in business? I think there is.
First, I believe that the lasting, enduring nature of a penned note, coupled with the personal touch of a handwritten expression, has more meaning than an e-mail or a phone call. Both e-mails and phone calls are fleeting, to be either forgotten or deleted, but the impact, emotion, and essence of a handwritten note or letter will last for days, weeks, months, and years. Frank Blake, the former CEO of Home Depot, spent half a day or more each weekend writing personal notes to company employees. “Our people did amazingly generous things for others,” he explained. “It was a great way to end the week.” Blake recognized the personal connection forged by the written word. “In an age of email and texts, there is something personal and special about a handwritten note. I have saved every meaningful note I have ever received.”§§
Second, writing by hand can help you reflect in a deep way. In the safe haven of quiet, with only a pen and our thoughts, we sometimes find the courage and the inspiration to reflect in a unique way and, in so doing, perhaps reach a part of ourselves that we otherwise would not have. A recent article in Harvard Business Review argues that keeping a journal is an important step in becoming an outstanding leader, and that writing in a physical journal will lead to deeper insights: “writing online doesn’t provide the same benefits as writing by hand.”¶¶
Writing in a journal can offer a means to work through difficult issues and challenging times. The time and space involved in this process enables people to absorb issues, to think them through, and to process them in their own way and in their own time, without the need for an immediate response or reaction. This time to reflect can be tremendously important when stressful matters are at hand.
So even—and, actually, especially—today, in our age of technology and instant everything, the magnitude and importance of the handwritten word plays an ever more important part. Reaching out to another with words on paper may leave a lasting impression that even you may not realize in the moment.
Remember the power of the written word, and write many of them. They will enrich your soul and will inspire those around you in ways that you may never know, leaving a footprint of your life and thoughts.
Dominique Schurman is CEO of Schurman Retail Group, whose brands include Papyrus, Marcel Schurman, Paper Destiny, Niquea.D, Carlton Cards, and Clintons.
Apologies
When you do something regrettable at work, a written apology can go a long way toward making things right. Having the good manners and the courage to say “I’m sorry” shows that you value your relationships at work and that you take responsibility for your actions, and it can create goodwill and strengthen relationships for the future. Apologizing to a customer you’ve wronged can help you save business you might otherwise have lost.
Before you start writing, though, consider whether a written apology is the best course. Sometimes an in-person apology means more—partly because it takes more courage, partly because meeting face-to-face can strengthen the relationship.
However you choose to apologize, do it as soon as possible after the offending action. Delaying your apology can allow bad feelings to fester and make the situation worse.
YOUR OBJECTIVE
An apology is easier to write if you focus on what you’re trying to accomplish. Analyzing your objective might sound silly, but it’s easy to stray off message with an apology, especially if you’re feeling defensive. Your main purpose is to acknowledge your mistake and tell your reader you’re sorry for the distress it caused them. Other possible objectives might be to let your reader know how you’re going to fix the problem, if possible, and to assure them that it won’t happen again.
CONSIDER YOUR READER
Think a bit about your reader and how he might respond to your apology. What is your relationship? Is your reader your boss, your customer, someone who reports to you? What effect did your action have on him? Is he mad, hurt, insulted? How do you think he’ll react to your apology? Considering these questions can help you craft a thoughtful and sincere apology.
SAY YOU’RE SORRY RIGHT UP FRONT
Your message should begin with “I’m sorry.” A straightforward expression of regret right at the start lets your reader know you’re sincere. Any explanation should come later.
WHAT ELSE DO YOU WANT TO SAY?
It’s often helpful for the reader to understand the reason behind your action. Note that a reason is not an excuse. Don’t say anything to suggest that what you did was no big deal, and don’t try to shift the blame to anyone else, including the reader. An apology that says “I’m sorry, but . . .” doesn’t sound sincere. If you’re going to apologize, take full responsibility.
You might also let your reader know what you’re doing to fix the problem, if that’s appropriate, and what you’re doing to make sure it never happens again.
Be careful not to say anything in your apology that could create legal liability. If you’re apologizing for poor service or a defective product, check with your company’s legal department for guidance. If you’re apologizing for your own behavior, think about whether legal action over the incident could be possible, and get some advice before you write.
IF SOMETHING FEELS WRONG, FIX IT
Apologies can be tricky, because emotions are often involved. It can be helpful to go through a couple of drafts before you send out your apology. Take a break after you finish your first draft. As you read over it later, think about how your reader might respond. Is the tone sincere? Does the apology really take responsibility for what happened? Will the reader believe that the same kind of thing won’t happen again?
Dear Team:
I’m very sorry for missing the deadline yesterday. I know it’s put us behind and created more work for Andrea and Cian.
As most of you know, I had deadlines for both TYPE and CCS yesterday. I simply couldn’t finish both. I shouldn’t have structured my workload that way—I should have known I wouldn’t be able to deliver on both.
Again, I’m sorry. I promise to pace my work more sensibly in the future and not to leave you cleaning up my mess.
Best,
Una