Unlocking the Science Behind Strong Business Writing

In today's business landscape, effective communication is paramount. Whether you're drafting an email to a colleague, composing a report for your boss, or pitching ideas to potential investors, the ability to convey your message clearly and persuasively is a skill that can set you apart. But what exactly makes for strong business writing? Is it an innate talent, honed through years of experience and practice, or is there a deeper science behind it?

Recent advancements in neurobiology and psychology are shedding new light on the art of writing. Brain scans are revealing how our minds respond to words, phrases, and narratives, providing insights into what truly captivates readers. What we're discovering is that the way we write has a profound impact on how our messages are received and processed by others.

At the heart of effective business writing lies the concept of engagement. When we read well-crafted prose, our brains experience a surge of dopamine—a neurotransmitter associated with pleasure and reward. This neurochemical response motivates us to continue reading, much like the anticipation of a delicious meal or the comfort of a warm embrace.

But what specific elements of writing trigger this neurological response? It turns out that simplicity, specificity, surprise, stirring language, seductiveness, smart thinking, social content, and storytelling all play crucial roles in capturing our readers' attention and igniting their imagination.

• Simplicity: Keep it simple. Short sentences, familiar words, and clean syntax ensure that your message is easily understood without taxing the reader's cognitive resources.
• Specificity: Use vivid, tangible language that activates multiple brain circuits, allowing readers to "see," "feel," and "experience" your message on a deeper level.
• Surprise: Break the mold and defy readers' expectations with unexpected twists and turns in your narrative. Surprise captures attention and enhances learning and retention.
• Stirring Language: Appeal to readers' emotions by infusing your writing with passion, empathy, and authenticity. Emotional resonance fosters connection and empathy, making your message more memorable.
• Seductiveness: Build anticipation and intrigue by creating a sense of mystery and suspense in your writing. Leave readers eager to uncover what comes next.
• Smart Thinking: Provide readers with "aha" moments—sudden insights that make them feel smart and capable. Fresh perspectives and pragmatic wisdom resonate deeply with audiences.
• Social Content: Tap into our innate desire for human connection by incorporating relatable anecdotes, personal insights, and conversational language into your writing.
• Storytelling: Harness the power of narrative to engage readers on an emotional and intellectual level. Stories captivate the imagination, evoke empathy, and drive action like no other form of communication.

Incorporating these elements into your writing can transform your communication from ordinary to extraordinary. By understanding the science behind strong business writing, you can leverage the power of words to inform, persuade, and inspire others.

So, the next time you sit down to craft a memo, proposal, or presentation, remember the neuroscience behind effective communication. By unlocking the secrets of the brain, you can unleash the full potential of your message and achieve greater success in your professional endeavors.

Reference: For more insights on the science of strong business writing, be sure to check out the original article in the July–August 2021 issue of the Harvard Business Review.

Originally published in the Harvard Business Review (July–August 2021) - Written by Bill Birchard