The Inverted Pyramid for Effective Business Writing
Nope. The Inverted Pyramid is not some new archaeological destination. It is the writing technique used by journalists and many other writers to present information tersely, efficiently and compellingly. Because of its emphasis on brevity and quick communication, it has many applications for business writing too.
In essence, the Inverted Pyramid acknowledges the likelihood of the audience not reading any written communication in full. Thus, it places the most important information at the beginning and gradually dwindles down. This method of writing is particularly useful for businesses, particularly startups, because in a world where hundreds of glossy brochures and sleek websites compete for attention, the likelihood of your client not having the sustained interest to read everything is extremely high. You would therefore need to punch your message across immediately. You also need to cut to the chase and lock down your client's attention straight away. The Inverted Pyramid is the formula to effectively accomplishing these objectives. Last but not least, its structure could also be a guideline, if you are having difficulties churning out content.
In a world of intense competition for attention, chances of your audience not reading everything is practically assured.
The Lead. The Most Crucial Segment of the Inverted Pyramid
The Inverted Pyramid opens with the lead. This is not the header/headline or the byline. Instead, this is the first paragraph or statement. In journalism, the lead is where the 5Ws and 1H are. These being the who, what, where, when, why, and how.
Applied to business writing, it is a matter of juggling the 5Ws and 1H, based on their respective importance.
If you are writing a business profile, who, what and why should be your primary focus.
- WHO are you?
- WHAT services/products do you offer?
- Quick note on WHY your services/products deserve attention.
If you are advertising a sale, why, when and where should be your emphasis. In most cases, such communications assume the audience is well-aware who you are.
- WHY is this sale worth paying attention to?
- WHEN is the sale?
- WHERE is the sale?
Whichever the scenario, the crux of it is that you must immediately communicate the cornerstones of your message. You must address the fundamental queries right away. Additionally, this approach also lays the groundwork for your message to develop. It assists in conditioning your client into favoring you.
Too Formulaic an Approach?
Of course, approaching business writing in such a way could result in really dry opening statements. Or, you cramp in so much information you unknowingly leave out one of the Ws.
To avoid this, experiment with different styles of leads. For example, the attention seizing anecdote. Take note that whichever method you use, the objective remains the same. Communicate your most important information right away. Always assume too that the client would not finish reading. Ensure that even when that happens, they at least walk away knowing the skeleton of your message.
Be aware that very often, it's impossible to include every component of the 5Ws and 1H. Be sensible when deciding what's most important to tell.
The body, or the middle segment of the pyramid, is where details are presented. In the case of business writing, this would usually be elaborations of products/services offered, and the justifications to buy these.
Again, the emphasis here is the grim fact that a client might abruptly stop reading. This translates to an all-important need to be terse. You have to be concise. Fluff, hyperboles, metaphors, the likes of, down the drain please. Respect your client as terribly busy professionals and deliver the meat immediately. With the lead you have laid the cornerstones of your message. Here, you fill in the walls and pillars, efficiently.
The Bottom Tip
In journalistic writing, this is where least important information is assigned to. Things such related background stories, general information, secondary quotes, etc. In the case of business communications, this would be where the furnishing of the “house” built in the above two steps.
To put it in another way, the bottom tip contains auxiliary information that further convinces your client into doing business with you. For example, case studies, testimonials from existing customers, or some interesting company background tale. Being the lowest segment of the writing structure, you could also be considered on safer grounds at this point. If a client lasts till here, chances are he or she would finish reading. In other words, you could afford to be a shade more colorful. Colorful, but not verbose, though. Brevity remains the core of the Inverted Pyramid. It should always be the focus of effective business writing.
Other Benefits of the Inverted Pyramid Writing Style
Other than for the purpose of encouraging concise writing, the Inverted Pyramid style was also embraced by journalism because it facilitates easy trimming. Publication space is extremely valuable in print media. Very often, there's simply no space for thousand word articles. Editors therefore need a quick and safe way to trim articles. With this writing style, they simply start chopping from the bottom up.
Additionally, this bottom-up approach is useful for effective business writing because chances are, "space" is also limited for you. If you're doing a brochure, and have a lot of product information or pictures to show, you need an efficient, safe way to condense your words, so that you don't run out of layout space. If you're doing a website, or blogging regularly for your company, you would similarly appreciate a systematic way to keep your information digestible for the Internet audience. In short, the Inverted Pyramid is a practical instrument for ensuring you churn out usable, useful business writing, in the fastest way.
Why Is Brevity a Must in Effective Business Writing?
I don't know about you but it is very challenging for me to understand a business message when I don't at least have a grasp of the 5Ws involved.
When you swarm me with tales of how satisfied your clients are, or sing accolades of yourself, yet have not clearly told me who you are and what your setup is, the only thing you accomplish is to confuse me. With confusion also comes skepticism. Very soon, I’d suspect you might be hiding something; just why aren't you telling me more about yourself? Why aren't you clear on what you exactly sell?
It wouldn’t be long before I trash your message.
Or, you don't get me suspicious, but you bore me. It's a colorful world out there. There are so many things to enjoy on the Internet alone. If I need to tire myself with guessing about you, you're not worth the time. There are plenty of other business collateral that grabs my attention in a better, quicker way.
Applications in Graphic Design
The Inverted Pyramid technique could be applied to other forms of communications too. For example, graphic design. Be it printed publications or for the Internet, the same principles apply.
Your "opening" page lays the groundwork, addressing the 5Ws and 1H. Your subsequent pages or web sections then flesh out the message. This ensures that even if your client stops reading after the opening page, they would have still received the crux of your message. When executed properly, this approach also assists message retention. This, in turn, lays the foundation for you to initiate second contact.
© 2016 Kuan Leong Yong