In business and the professions, there are only four things we aim to do in everything we write: inform, direct, request and persuade. We want readers to take a specific action related to one or more of these functions. 

 

If the reader takes the action the writer desires, we call it 'effective' writing. There is no other measure.

 

Exactly 'how' we inform, direct and request effectively is covered in my courses. 

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