There are a lot of great books on business writing. In case you’re too busy making a living to read them all, I will occasionally offer one-minute summaries of work by well-known authors.
Today, Chip and Dan Heath’s Made to Stick: Why Some Ideas Survive and Others Die. Expanding on Malcolm Gladwell’s The Tipping Point, the authors offer six concepts that will raise your communications above the pack: 1. State it simply. 2. Use concrete examples. 3. Establish yourself as a trustworthy source. 4. Appeal to your audience’s needs. 5. Destroy preconceived notions. 6. Tell a story.
I’d encourage you to stick with the first four in everyday communications—you can splash out with the last two when you pitch something. If you have time for the book, it’s an entertaining read.