Demonstrating knowledge of what is professional is partly dependent on the type of business in question. What may be appropriate for a mechanic’s auto repair service may be inappropriate for a law firm. While the content and feel may differ, however, professionalism is vital for all types of businesses. With any communication, consider the source or target and write so you are understood. Write only what you believe the target/recipient will be interested in.

Letters and Memos

Ensure your form and individualized letters are professional in nature, from the inclusion of the company logo or slogan to the format of the page, as well as the page’s contents. From the initial sales pitch letter to the employee dismissal letter, be sure the grammar, punctuation, capitalization, spelling and format are correct and appropriate for the audience. When compiling a form letter for advertising or promotional purposes, be clear and concise and avoid wordiness or using words not commonly known or understood, unless you are in an academic environment. Use industry slang only if you are sure your audience will understand it. If you use slang with employees, it may be fine; using it with your customers may be a different matter.

Emails

Today many businesses conduct sales and marketing and other communications by email. The same applies to formatting an email. Understand that not everyone uses the same browser and thus may not see the same format you intend. When possible, send the email to various email accounts with different browsers for “test runs” to see the result. Doing this with important emails to customers, for example, will help you avoid appearing unprofessional or not knowledgeable. If attachments are included, the same goes for that. Sometimes placing the text within an email versus as an attachment is the way to go, and sometimes businesses request that.

Email is an important tool in today’s technologically advanced business world. But sometimes emailing is inappropriate. Avoid emailing when angry or overly happy.

Emailing is so prevalent today that sometimes it is overdone. Emailing someone who sits directly across from you is overkill. Emailing should not take the place of an important face-to-face meeting.

Advertising

Though sometimes the person providing the advertising service will prepare the copy with your input, it sometimes rests on your laurels. Be sure to receive input or to hire a professional copywriter when in doubt. Perhaps one of your employees is a good writer. Even when relying on so-called “expertise”, it is vital to review all advertising copy, written or otherwise, or to have someone with the knowledge to do so. This can save time, effort, cost, and many embarrassing moments.

Web Content

The same advice goes for preparing web sites/pages. The person doing your web site may ask you about your business and may develop the content. Do not be afraid to request any changes for which you feel strongly. You know how you want your business to appear. First impressions do matter, and the web site is one of the first things a potential customer or employee will see, often before you even get to meet them. 

Be sure everything on your web site is correct grammatically but also in terms of your business. Don’t give away the store by emphasizing discounts if they are rare. The person who may be doing your web site may not be familiar with the ins and outs of your business. Be sure to check important information such as contact information and hours of operation.

General Business Communications

Meetings and Phone Calls: The Forgotten Communications

Meetings

Meetings can be essential, but sometimes they, like email, are overdone. Holding a meeting simply to state that everyone is on target could easily be done with an email or phone message. But a meeting to request employee buy-in on a new major company incentive such as increased customer service or profits, or to notify employees about compliance failings might be a good idea.

Phone Calls