Most languages are blessed with a number of moods, and the more linguistically inclined of you will either recognise or know more than me about things like subjunctive and optative moods.

Fortunately, there exists a mood which is ideal for business writing. It’s the imperative and it has the advantage of being active, as well as inviting your audience to do something. It’s a great ‘take charge’ way of writing persuasively.

For example, instead of saying ‘our software improves your productivity’, make it stronger by reordering it like this: ‘improve your productivity with our software’.

This kind of approach works really well when you’re extolling the virtues of your product or service with a bulleted list. They stand out better and are easier to digest than a paragraph of narrative. It also invites your reader to take charge.

Doing it this way will help you make sure your bullet points are benefit focused rather than a trawl of features.

For example:

– flexible price options

– range of models

– offer ends this week

work much better as:

– pick your pricing option

– choose your perfect model

– buy now to lock in this price

Try it in your writing next time. (geddit? 🙂 )

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