How to write business copy that works

As business writers face the blank page asking, “Where do I begin?” the journalist’s trusty Who-What-When-Where-Why-How questions are a great place to start.

As an organizing principle for most professional writing, the 5Ws and 1H are essential. The first four are factual, easy to answer. But the “Why” and the “How” are the most interesting – the information most likely to tell us something new.

Properly presented, the “Why” gives us the purpose or reason for the piece. It should also address “who cares?” from an audience standpoint. And “How” gives us the means and the methods, ideally in layman’s terms.

Two of my favorite articles demonstrate this notion that “Why” and “How” are the essence of a well-written, well-targeted article, blog post, or feature.

A song from the swamp, a lesson for the heart