Business Writing Essentials

I was shadowing a coaching client in her leadership meeting when I watched this brilliant woman apologize six times in 30 minutes. 1. “Sorry, this might be off-topic, but..." 2. “I'm could be wrong, but what if we..." 3. “Sorry again, I know we're running short on time..." 4. “I don't want to step on anyone's toes, but..." 5. “This is just my opinion, but..." 6. “Sorry if I'm being too pushy..." Her ideas? They were game-changing. Every single one. Here's what I've learned after decades of coaching women leaders: Women are masterful at reading the room and keeping everyone comfortable. It's a superpower. But when we consistently prioritize others' comfort over our own voice, we rob ourselves, and our teams, of our full contribution. The alternative isn't to become aggressive or dismissive. It's to practice “gracious assertion": • Replace "Sorry to interrupt" with "I'd like to add to that" • Replace "This might be stupid, but..." with "Here's another perspective" • Replace "I hope this makes sense" with "Let me know what questions you have" • Replace "I don't want to step on toes" with "I have a different approach" • Replace "This is just my opinion" with "Based on my experience" • Replace "Sorry if I'm being pushy" with "I feel strongly about this because" But how do you know if you're hitting the right note? Ask yourself these three questions: • Am I stating my needs clearly while respecting others' perspectives? (Assertive) • Am I dismissing others' input or bulldozing through objections? (Aggressive) • Am I hinting at what I want instead of directly asking for it? (Passive-aggressive) You can be considerate AND confident. You can make space for others AND take up space yourself. Your comfort matters too. Your voice matters too. Your ideas matter too. And most importantly, YOU matter. @she.shines.inc #Womenleaders #Confidence #selfadvocacy

If people can’t explain what you do in one sentence, your brand is not working. Strong personal brands are not “fancy.” They’re repeatable. If someone sees your post and says: “Oh, she’s the one who simplifies performance marketing.” Or “He’s the guy who writes content that feels like poetry-meets-strategy.” That’s brand clarity. Here’s the test: Can your audience introduce you to someone else in one sentence? If not…your brand isn’t sticky. It’s forgettable. Let’s fix that. Try this 3-step rework exercise: ✍️ 1. Write your “Mom Sentence” If your mom had to explain what you do at a wedding, what would she say? → That’s your first draft. 🧠 2. Add who you help + how “I help [who] with [what] using [your unique twist].” → Don’t be cute here. Be clear before clever. 🪞 3. Test it with a friend Send them your line and ask: “If someone needed what I offer…would this sentence make them reach out?” When your brand message is sharp, emotional, and memorable, it spreads on its own. Because people don’t refer services. They refer stories. #linkedin

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

Many accountants email the balance sheet and income statement to their CEOs and think,   “Job done.”  But here’s the problem: Your CEO is not necessarily trained in reading financial statements. Even if they were, you've just given them an assignment to "figure it out" If your boss doesn’t understand the numbers, then you haven’t communicated. You’ve just forwarded a report.  🚨 A financial statement without context is just data.   📊 Your job is to turn that data into insights.  How to Present Financials the Right Way  📌 1️⃣ Give a One-Page Summary 🔹 Highlight key figures—Revenue, Profit, Cash Flow, and Key Ratios.   🔹 Include clear takeaways (e.g., “Revenue grew 10%, but margins dropped due to rising costs.”).   🔹 Avoid technical jargon—simplify complex metrics.  📌 2️⃣ Answer the Big Questions   Your CEO doesn’t want numbers—they want meaning. Help them understand:   🔹 What changed? (“Profit dropped 5% due to higher shipping costs.”)   🔹 Why did it happen? (“Fuel prices increased 20% this quarter.”)   🔹 What should we do next? (“We should renegotiate supplier contracts.”)  📌 3️⃣ Use Visuals   🔹 Graphs > Tables—a well-designed chart can explain in seconds.   🔹 Use color-coded trends (e.g., 🔴 Negative, 🟢 Positive).   🔹 Keep it clean—no clutter, no distractions. 📌 4️⃣ Speak the CEO’s Language   🔹 Skip the accounting terminology—focus on impact.   🔹 Tie financials to business goals:     - Sales grew 15% → “We’re expanding market share.”     - Cash flow dipped → “We need to tighten collections.” ✅ Financial statements don’t speak for themselves—you do.   ✅ Numbers are useless without insights.  If your CEO isn’t making better decisions because of your reports, then your job isn’t done.  💡 Don’t just report numbers—explain them. That's how you add value and impact.

𝟭. 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝗺𝗲𝗻𝘁𝘀 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 (𝗕𝗥𝗗): A BRD captures high-level business needs and objectives from a stakeholder’s perspective. It focuses on why a project is being undertaken and what value it brings to the business. 𝗞𝗲𝘆 𝗘𝗹𝗲𝗺𝗲𝗻𝘁𝘀: • Business objectives • Stakeholder needs • High-level business requirements • Scope of the project • Business rules • Assumptions and constraints 𝟮. 𝗙𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝗺𝗲𝗻𝘁𝘀 𝗗𝗼𝗰𝘂𝗺𝗲𝗻𝘁 (𝗙𝗥𝗗): An FRD translates high-level business needs into detailed functional requirements that describe how a system should behave. It focuses on system interactions, workflows, and features that will fulfill business requirements. 𝗞𝗲𝘆 𝗘𝗹𝗲𝗺𝗲𝗻𝘁𝘀: • Functional requirements (detailed descriptions of features) • System workflows • Use cases and user stories • UI/UX requirements (screens, wireframes) • Data flow diagrams 𝟯. 𝗦𝗼𝗳𝘁𝘄𝗮𝗿𝗲 𝗥𝗲𝗾𝘂𝗶𝗿𝗲𝗺𝗲𝗻𝘁𝘀 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗮𝘁𝗶𝗼𝗻 (𝗦𝗥𝗦): An SRS is a comprehensive document that includes both functional and non-functional requirements, providing a complete specification of how the software should work. It is often used by developers and testers for system implementation. 𝗞𝗲𝘆 𝗘𝗹𝗲𝗺𝗲𝗻𝘁𝘀: • Functional requirements (features & capabilities) • Non-functional requirements (performance, security, scalability) • System architecture & design constraints • Data models • Interfaces (API, external system interactions) While the 𝗕𝗥𝗗, 𝗙𝗥𝗗, and 𝗦𝗥𝗦 serve different purposes, they all contribute to 𝗰𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗿𝗲𝗾𝘂𝗶𝗿𝗲𝗺𝗲𝗻𝘁𝘀. In 𝗔𝗴𝗶𝗹𝗲 𝗲𝗻𝘃𝗶𝗿𝗼𝗻𝗺𝗲𝗻𝘁𝘀, these documents may be replaced with 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗕𝗮𝗰𝗸𝗹𝗼𝗴𝘀, 𝗨𝘀𝗲𝗿 𝗦𝘁𝗼𝗿𝗶𝗲𝘀, 𝗮𝗻𝗱 𝗘𝗽𝗶𝗰𝘀, but in 𝗪𝗮𝘁𝗲𝗿𝗳𝗮𝗹𝗹 𝗼𝗿 𝗵𝘆𝗯𝗿𝗶𝗱 𝗺𝗼𝗱𝗲𝗹𝘀, they are still widely used. Which of these documents do you use in your projects? Let’s discuss in the comments! 👇 #BusinessAnalysis #IIBA #BRD #FRD #SRS #RequirementsEngineering #SoftwareDevelopment

15 years ago, I wrote "Write Better, Sell Better". The tagline that defined my career. Since then, I've written copy for Fortune 500 companies, projects that made millions, and taught copywriting at the university → Yep, writing is my life. But you don't have all semester long to learn. This post contains my 7 biggest writing lessons: (Save and repost this 60-second class ♻️) --- 1. Clarity is 90% of your writing Clarity beats cleverness 10 times out of 10. Remember: First, write clearly. Then, write creatively. Most focus on "creative" right off the bat = big no. (If you can do both, jackpot) --- 2. Use signposting to showcase authority I teach this technique to every single client. (This sentence you just read was a signpost) Signposts are short "signals" to your expertise and results. Think of them as signs on the side of the road, which allow you to "trust" the journey you're on. Can you notice where else I used it in this post? 😉 --- 3. Too much copy? Make it choppy. Here are 2 examples (the second one is better): Sometimes, we write super long sentences that we have no time to breathe and neither do our readers. Sometimes, we write super long sentences. We have no time to breathe. And neither do our readers. Chop it up! It's easier to read. --- 4. Write unselfishly. Edit relentlessly. Think about it. Writing is 80% editing. You are tweaking, optimizing, and making things sound perfect. One bit of advice: Don't hold back. Edit (ehm, delete) anything that isn't on-topic. I've deleted probably 40% of this post. --- 5. Use sensory words. Add texture to text. That had to hurt! → That had to "sting"! Having a bad day? → Having a "rough" day? A seamless process → A "silky-smooth" process All of the 2nd descriptions above can be "felt". It's how your readers "touch an emotion", not just "read text". --- 6. Never write to "everyone" Remember this for all time: "Everyone" is not your audience. Sales happen when your prospect can clearly "see" themselves in your writing. So how do you go about this? --- 7. The "Dear son" writing method Pick "one" person to speak to → I speak to my son. For you, it could be your best friend, the old you etc. I start everything with "Dear son" and end with "Love, Dad". In the end, I simply delete these 2 parts. Doing so creates such a powerful connection with your readers + a consistent tone of voice. With every word. Where there's connection, there's trust. And where there's trust, there's sales. Words to live by. --- Write Better, Sell Better = that's the whole game! Let me know which lesson you enjoy the most. Professor Jay, out. (Repost this for your network ♻️)

Your emails say more about you than you think. 👇 Here’s how to make every email polished and professional. Acknowledge Delays Gracefully ✘ "Sorry for the late response." ✔ "Thank you for your patience." Be Clear with Requests ✘ "Let me know what works for you." ✔ "Could you confirm if this works for you?" Own Your Mistakes ✘ "Sorry, I missed that." ✔ "Thanks for pointing that out—I’ll fix it right away." Close Emails Effectively ✘ "Let me know if you need anything." ✔ "Feel free to reach out if you have any questions." Make Follow-Ups Professional ✘ "Just following up on this." ✔ "When can I expect an update on this?" Show Respect for Their Time ✘ "Can we talk about this soon?" ✔ "Would you have 15 minutes this week to discuss this?" Be Confident, Not Tentative ✘ "I think we should consider…" ✔ "Here’s what I propose we do." Avoid Wordy Explanations ✘ "I spent a lot of time rewriting this to make it perfect." ✔ "This email outlines the key points—we can discuss more in person." Offer Solutions, Not Problems ✘ "I’m not sure what to do here." ✔ "Here’s what I suggest as the next step—what are your thoughts?" Set Clear Expectations ✘ "Does this make sense?" ✔ "Let me know if this aligns with your expectations." Be Polite When Asking for Help ✘ "I need this ASAP." ✔ "Would you be able to assist me with this by [specific deadline]?" Keep It Professional When Scheduling ✘ "What time works for you?" ✔ "Are you available at [specific time and date]? If not, let me know what works instead." Emails reflect your professionalism. Get them right, and you’ll always leave a great impression. ➞ Start today by refining your communication style. -- Think this could help someone? Share it to improve the way they communicate. ♻️

I’ve had 4 legal battles since starting my business. Could I have avoided them? Probably. But I didn’t have the funds for a proper lawyer. I didn’t have the founder network to ask the right questions. I was figuring it out as I went - like most of us do. So, let me help you not learn the hard way. Here are 5 clauses I now include in every contract to protect my work, my business, and my sanity: 1. Non-cancellable, non-refundable agreements If you’ve qualified your clients properly, this shouldn’t be a problem. But if someone signs, onboards, and then disappears? We still get paid. And so should you. 2. Immediate or short payment terms We don’t do 30- to 90-day terms. You wouldn’t work for 3 months without pay - so why should your business? Cash flow isn’t just admin. It’s survival. 3. Enforceable payment protection Your contract should include: Interest on late invoices A “stop work” clause if payment isn’t made A clause that guarantees you still get paid even if the client delays the project Your time is not free. Put it in writing. 4. Intellectual Property stays yours Anything we bring to the table = ours. Anything we create for you = yours. Clear. Simple. No grey area. We once had a client record a training session… and try to resell it behind a paywall. Now our contract includes a £10,000 fine per breach. And in that case, per breach = per view. 5. Don’t work with d*ckheads. Not a legal clause - more like legal wisdom... 😂 🚩 If they’re pushing for discounts before asking about outcomes 🚩 If they want to start work before signing or paying 🚩 If they delay, ghost, or act shady in the first 10 days… Walk away. Trust me. Yes, contracts are important. But court is expensive, stressful, and slow. The best legal advice I can give you; - Protect your business. - Trust your gut. - And don’t work with d*ckheads. Learning from someone else’s mistakes is a hell of a lot cheaper than learning from your own. You’re welcome 💜 😉 P.S - Want to finally get the confidence to start building your personal brand online? This is your sign. I’m hosting a FREE Zoom masterclass SEPT 10th. Join here: https://lnkd.in/gMwytmS3 and I'll show you exactly how to build your personal brand (and the life you want!).

I used to waste HOURS on tasks that Claude now does in MINUTES. Here are ten use cases of Claude to help you 2x your productivity: We'll start with the sure-fire ways to use AI. Then we'll go into the more risky: 1. Automating Spreadsheets & Database Queries Need an Excel formula or an SQL query? Instead of manually writing them, I just describe what I need, and Claude generates a precise solution instantly. 2. Turning Raw Data into Instant Visuals Building charts and graphs in Google Sheets or Tableau used takes time, no matter how optimized. Now, with one simple prompt, Claude auto-generates the data visualization I need, ready to use. 3. Prototyping Ideas Without Code Most people need designers or engineers to create web or app prototypes. Use Claude to generate interactive HTML, CSS, and JavaScript prototypes in minutes. Early testing and validation become seamless. 4. Writing Follow-Up Emails in Seconds Messy meeting notes can slow down execution. No more manually sorting through scribbled notes, paste them into Claude. And it generates a well-structured summary that highlights key decisions, assigns action items, and sets deadlines. 5. Making Email Drafts More Effective Writing an important email can be time-consuming... Especially when trying to strike the right balance between clarity and professionalism. Claude helps refine the tone, remove unnecessary words, and make sure the message is direct yet impactful. 6. Editing Long Documents with Smart Rewrites Editing reports and long documents used to take hours, but now Claude speeds up the process dramatically. You can use Claude to restructure content for better readability. 7. Strengthening Strategy & Business Plans Before you present a product roadmap or go-to-market strategy, let Claude review it for potential blind spots. It identifies gaps, inconsistencies, and missing insights that you may have overlooked. 8. Drafting Core Business Documents Without Starting from Scratch Instead of spending hours drafting detailed documents from a blank page, create structured first drafts with Claude for PRDs, launch strategies, competitive analyses and the like. This ensures you're not wasting time on formatting or structure but focusing on high-value strategic thinking. I go more into these use cases in my deep dive: https://lnkd.in/eZ6UBbAQ P.S. What would you add? Let’s discuss in the comments.

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.