The HBR Guides Collection (8 Books) (HBR Guide Series)

3

Chapter 1

Know why

you’re writing

Many people begin writing before they know what they’re

trying to accomplish. As a result, their readers don’t know

where to focus their attention or what they’re supposed to

do with the message. So much depends on your purpose

in writing that you must fi x it fi rmly in your mind. What

do you want the outcome to be? Do you want to persuade

someone to sign a franchise contract, for instance? Or

to stop using your trademark without permission? Or to

come to a company reception?

Say clearly and convincingly what the issue is and

what you want to accomplish. With every sentence, ask

yourself whether you’re advancing the cause. That will

help you fi nd the best words to get your message across.

Form follows function ...