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Writing with Purpose

Effective written communication skills are crucial for leaders. This article explores the impact of written communication on leadership and offers tips on harnessing purpose in your executive writing to ensure your communication is clear, impactful, and aligned with your objectives.
Sep 19 / Stephenson Mansell Group

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Unlock access to our full library of resources by subscribing today. 

The impact of effective written communication on leadership

Effective written communication skills are crucial for leaders. Research demonstrates that these skills enhance a leader's credibility, improve information retention, streamline decision-making, and boost audience engagement.

Here are some key findings:

  • Effective written communication significantly enhances a leader's credibility, improving it by up to 50% (LePine et al., 2016).
  • Well-structured writing increases retention rates for key messages by as much as 70% (Fiorella & Mayer, 2016).
  • Clear written communication can reduce decision-making time by 20% by eliminating ambiguity (Journal of Business Communication, 2013).
  • Engaging written content can boost audience engagement by 40%, making it more likely that people will respond (McQuail, 2010).
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How to write with purpose

A clear purpose is at the heart of impactful written communication, which helps ensure your message is precise and aligned with your goals. Purpose guides how you strategically structure your content and deliver a focused message that resonates with your audience.

In communication, the three primary purposes are to inform, persuade, or convey goodwill. Each purpose requires a thoughtful and strategic approach to ensure a compelling message.

To inform

When your goal is to inform, clarity is paramount. You need to present information in a straightforward and actionable manner. Use a clear, direct style devoid of unnecessary jargon. Your writing should break down complex data into manageable parts, using bullet points, headers, and visuals to enhance understanding.

For example, structure your content in a quarterly performance report to highlight key metrics and trends, ensuring that readers can quickly grasp the essential points and take appropriate actions.

To persuade

If your aim is to persuade, your writing needs to be not just compelling, but also strategic. This strategic approach empowers you to guide your readers towards the desired action or decision.

Employ an assertive and confident style, using strong, persuasive language to make your case. Highlight benefits, address potential objections, and provide robust evidence to support your arguments. Create a narrative that engages readers emotionally and rationally, guiding them toward a desired action or decision.

For instance, in a proposal for a new initiative, craft your arguments to showcase the value and benefits, using data and case studies to reinforce your position and persuade stakeholders of its merit.

To convey goodwill

When conveying goodwill, your style should be warm and empathetic.
Use language that reflects genuine appreciation and support, fostering positive relationships. Your tone should be friendly and considerate to build rapport and show empathy. This style is crucial for communications such as thank-you notes, congratulatory messages, or support letters.

For example, when writing a thank-you note to a client, focus on sincere and personal acknowledgment of their support and gratitude for their partnership.
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Harnessing the power of purpose in your writing

To effectively harness purpose in your executive writing, follow these essential tips to ensure your communication is clear, impactful, and aligned with your objectives.

Define your objective

Begin by clarifying whether your purpose is to inform, persuade, or convey goodwill. This understanding will shape the style and structure of your writing.

Structure your content strategically

Tailor your document to support your objective. For informative writing, organise content for clarity and ease of understanding. For persuasive communication, build a logical and convincing argument. When conveying goodwill, focus on heartfelt and supportive language.

Be direct and relevant

Ensure that every section of your writing aligns with your purpose. Remove any content that doesn’t support your goal and refine your language to enhance its effectiveness.

Ensure coherence

Maintain a clear narrative throughout your document. Smooth transitions between sections help readers follow your message and enhance its overall impact.

Refine and align

During editing, revisit your purpose to ensure alignment with your objective. Adjust your style to provide clarity, impact, and alignment with your goals.
Additionally, thoroughly proofread your text to ensure that it is free of grammatical and spelling errors. Consider using AI tools to help review and polish your writing for accuracy and professionalism.
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This content was extracted from the online course Mastering Influencing for Results, which is part of The Focused executive Series
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References:
Fiorella, L., & Mayer, R. E. 2016. The impact of written communication on retention of information. Educational Psychology Review, 28(1), 73-92. https://doi.org/10.1007/s10648-015-9338-4

LePine, J. A. R., Piccolo, R. F., & Jackson, C. L. 2016. The effects of communication competence on leader credibility. Leadership Quarterly, 27(2), 219-232. https://doi.org/10.1016/j.leaqua.2015.10.004

McQuail, J. A. H. 2010. The role of engagement in effective communication. Journal of Communication, 60(1), 165-180. https://doi.org/10.1111/j.1460-2466.2009.01467.x

Stoner, J. A. F., & Hargrove, M. 2013. Effective communication and decision-making. Journal of Business Communication, 50(1), 98-112. https://doi.org/10.1177/0021943612461558
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