Successful business writing starts with simplicity. The beauty of simplicity is that it can produce results faster.
A few years ago, a technology firm produced a television commercial for its software consulting services that went something like this: One man (we’ll call him Bob) is speaking in complex technical jargon to explain to another man (let’s call him Dave) why their firm should invest in a particular software package. Frustrated with words he doesn’t understand, Dave implores Bob to cut the techno-babble and explain the purchase rationale in a way that management could understand. Bob pauses to think about his words; then he says, “For every buck we invest, we’ll get back two.” So simple, so quick, and so powerful!