What Is Great Writing?

As a marketing, business, and finance writer, the objective of a given writing project and the intended audience will always inform how and what I write. Nonetheless, I still believe in a fundamental truth of great writing, no matter its use or medium. I call this truth the Three Cs of Great Writing:

1. Concise writing gets read.2. Clear writing gets understood.3. Clever writing gets remembered.

Great writing achieves all three. While the balance will change based on the need and medium, there is room for all three Cs in any written piece.

Great marketing, business, and finance writing requires a Fourth C:

4. Compelling writing gets action.

Why does great writing matter?

Consider what writing is like in the absence of the Three Cs:

Long-winded and overwrought writing annoys readers.

All writing should mind an economy of words. Readers intuitively detect superfluous words, and they will perceive reading them as a waste of time.

Confusing writing, well, confuses.

Clear writing makes the complex simple (without being boring or obtuse). What’s the point of writing something if no one can understand it?

Dull writing fails to engage and is forgotten.

There’s no shortage of content in this world, and competition is stiff. Failing to engage readers through clever writing increases the risk of losing them before they’re done reading. What isn’t read can’t be remembered.

As for the Fourth C, Compelling writing:

In short, the compelling aspect of writing is what makes it strategic.
All marketing, business, and finance writing serves an ultimate goal:

Marketing writing

promotes a product or service, positions a company as an authority, positions a person as an expert or thought leader, communicates a competitive advantage or differentiation, drives customer conversion, support sales, and more.

Business writing

raises start-up or growth capital, executes on internal communications, documents and announces important information, and more.

Finance writing

raises accredited capital, communicates with shareholders and limited partners, and markets services, products, or fund opportunities within the bounds of SEC regulation.

All goals need a strategy. Compelling writing is the strategic layer; it’s essential to meeting the objective of the piece.

While the strategy will depend on your goal and audience, in general compelling writing subtly conveys the value of the thing or person it’s promoting, as well as the advantages of taking action.

Compelling writing is a true art: Come on too strong or make it all about you, and you’ll risk repelling readers or would-be customers or investors.

Compelling writing must resonate with the intended audience, make them feel valued and understood, and convince them that the opportunity at hand offers a benefit worthy of action.

The Three Cs come together to engage and delight your reader. The Fourth C achieves your goal.

What makes marketing, business, and finance writers great?

We know it’s not about us.

This writing is about you, your company, your audience, and your goals—full stop.

We are empathetic.

Writing must resonate with the intended audience. This is achieved by highlighting shared values, showing that we understand their needs and want to solve their problems, and/or activating what motivates them. This takes stepping into their shoes and choosing language and a style that will make the most sense for them.

We are strategic thinkers.

Strategic thinking is what sets marketing, business, and finance writers apart from journalists and essayists. Before I write, I must understand the client business, need, and customer audience, as well as the goal of the piece. Only then can I think strategically and write in a way that will compel the action you want.

We can tell a story.

Stories are a powerful way to forge connection. Yet in marketing, business, and finance writing, stories are a feature and not the main event. Pulling them off requires not just knowing the craft and creativity of storytelling but also the skill to relay the story’s beginning, middle, and end in as few words as possible.

We are nimble in tone.

My work means I am often a “ghost” and writing on behalf of brands or others. This demands that I swiftly familiarize myself with brand voice & tone or the client's voice and way of speaking—and then write from that place.

We are nimble in topic and a quick study.

I’m constantly writing about different businesses and industries. In order to write clearly and concisely about a given field, I must learn about it quickly. Ongoing learning is a huge part of my work—and one that I happen to find really fun.

We know grammar.

Poor grammar and incorrect punctuation confuses and lacks polish. I want to cast my clients in the best light possible. This requires that I be a grammar obsessive (which I naturally am!).

We are great writers!

We intuitively grasp and enthusiastically seek to perfect the Three Cs.

Let's stay in touch!

Kelly Griego