You can double the power and clarity of your business communications simply by stating your primary message earlier.

When business writing is bad, it’s usually because it’s:

  • too complicated
  • too confusing
  • too vague
  • unconvincing

These common problems can be overcome by developing a straightforward thesis, such as the one stated very early in the copy.

Early stating of your main point lets your readers know exactly what you’re talking about and why they should keep reading.  If your thesis is strong (i.e., the idea is useful to the audience), it’ll have immediate appeal to your readers and is more likely to motivate them to read the rest of what you have to say with increased attention.

How soon is soon? That depends on how long the piece of writing is. The shorter the copy, the sooner you need to use your thesis sentence.

Here’s a rough guideline…

  • for copy that’s 500 words or fewer, make your first sentence the thesis sentence.
  • for copy between 500 words and 1,500 words, state the thesis in the first paragraph.
  • for copy over 1,500 words, state the thesis within the first page.
  • there’s no copy, whatever the length, that justifies a thesis statement made later than the first page.

Consider that this article is less than 500 words, and the key point was stated in the first sentence.  Imagine if it had begun with the second sentence (“When business writing is bad …”).  Can you see how it would be weaker…less “attractive.”

And that’s worth thinking about…