What are the most common mistakes in business writing?

Businesspeople may have great ideas but when it comes to putting those ideas on paper, they often ramble on for pages and end up looking less than professional.

Here are the top three mistakes that plague business writing.

1. Not knowing the specifics of the audience.
A generic message rarely cuts it these days. So, before ‘putting pen to paper,’ really think about who will be reading what’s written. Get into the reader’s head. Talk to their precise needs, issues or worries. The more a writer knows about its audience, the more likely the writer will reach readers with its words.

2. Writing to impress rather than to express.
People who write with the hope of impressing others with their knowledge only accomplish one thing: they lose their readers. To express rather than strive to impress, a writer should examine each piece it has written and distill its core message or purpose down to one or two sentences. If this can’t be done, the writing is either not focused or it’s so drawn out that not even the author can understand it. If that’s the case, then go back to each paragraph within the document and try to condense each down to one or two sentences. String those new sentences together and then pinpoint the piece’s purpose. Rewrite the document with the core message in mind, using common, everyday language.

3. Talking down to the reader.
Many businesspeople use an excessively formal tone in their writing in an attempt to convey their expertise. By using an overly formal tone, complete with many technical terms, references to research studies when these citations are not warranted and referring to the reader as “one” rather than “you,” the writer attempts to mask its insecurities. Most people don’t want to do business with someone who is insecure, so keep the writing tone conversational and approachable.

Dawn Josephson is a ghostwriter, editor and writing coach who works with business leaders and professional speakers.