Business Services Industry
LETTER-PERFECT BUSINESS WRITING: EXPERTS AGREE THAT BETTER REPORTS YIELD BETTER RESULTS.
Crain's Chicago Business, January, 1999 by CONNORS, MARY
A well-crafted sales letter is a powerful competitive advantage for a simple reason: Few people can write one. By the time executive recruiter Bradley Holden awoke to the ugly truth about his four young associates, he'd nearly taken on a second job -- as a copy editor. ``They couldn't write!'' says the vice-president of executive recruitment firm Korn/Ferry International.
To ensure that his team's detailed reports on job candidates were in top form before they reached clients' hands, Mr. Holden, Chicago-based director of the company's North American industrial practice, found himself logging increasing amounts of time reviewing, correcting and revising. Fractured sentence structure, faulty verb tenses and flabby paragraphs were just the start. The biggest...
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