During my time as a reporter and editor I was responsible for binning hundreds of stories sent in by various businesses. There were many reasons but a lot of them didn’t contain all the facts the reader would have wanted to know. I have also seen the same thing in promotional material for everything from church fetes to industrial products.
As junior reporters we were taught we needed to include the 5 Ws in our stories. The Ws refer to the basic questions that people need answers to when finding out about something. We should always make sure that our business communications answer all five of them. Otherwise, there is a risk that customers or potential customers won’t bother to ask for the missing info and go elsewhere.
The 5Ws are:
If you answer all those for readers in your writing you tell them what they need to know. In my personal experience an H standing for ‘How Much?’ is usually an important question to answer as well.