What makes business writing work? From a brief email message to a lengthy proposal, business writing works well when it exhibits these seven traits: strong ideas, logical organization, a conversational voice, clear words, smooth sentences, correct copy, and a reader-friendly design. How can learning about these seven traits help your students and employees succeed as a business writer? The traits can help them do three things:

1. Assess the quality of their writing using the traits as benchmarks.
2. Improve their writing using trait-based guidelines and checklists.
3. Develop a common vocabulary with their colleagues that will help them improve writing throughout the organization.

The Seven-Traits Benchmarks

At the end of each chapter in Write for Business, you'll find a checklist. Before sending or distributing a document, your students can use this checklist to make sure that their writing contains the required elements and demonstrates the desired traits.

1. Strong Ideas
• The writing focuses on a main point.
• Supporting points are developed logically and explained well.
• Information is complete, accurate, and current.
2. Logical Organization
• A strong three-part structure (opening, middle, closing) guides the reader.
• The organization is direct or indirect, as appropriate.
• Details are ordered sensibly (categories, problem/solution, order of importance).
• Transitions link sentences, paragraphs, and sections.
3. Conversational Voice
• The tone is positive, polite, knowledgeable, and natural.
• The voice connects with the readers.
4. Clear Words
• Words are fresh, natural, and understandable.
• Key words and technical terms are precise—and defined, if necessary.
• Language is sensitive to age, gender, culture, and ethnicity.
5. Smooth Sentences
• Sentences are concise and easy to read.
• Sentence lengths and patterns are varied.
• Active and passive voice are used effectively.
6. Correct Copy
• Grammar, punctuation, mechanics, usage, and spelling are correct.
• Correctness creates logic, guides the reader, and makes a positive impression.
7. Reader-Friendly Design
• Format is correct and consistent with company guidelines.
• Page layout and typography make the document attractive and easy to read.
• Lists, headings, and graphics make the information accessible.