Write better thanks to a new communication strategy

Icon: enlarge

Photo: yulkapopkova / Getty Images

Chances are that every time you want to write something, you hear a voice whisper inside you.

It belongs to your German teacher or professor and reminds you of the writing rules: Always write actively!

Use strong verbs and nouns!

Illustrate instead of report!

Bill Birchard Right Arrow

is a business author and writing coach.

His book "Eight Secrets from Science for Aspiring Writers" is coming out soon.

His previous books include Merchants of Virtue, Stairway to Earth, Nature's Keepers, Counting What Counts, and others.

But are these really the right rules?

Are they really drawing attention to what is important?

Current research confirms that there is a better way.

Through the work of psychologists and neuroscientists who measure brain waves using MRI, EEG, PET and other imaging methods, we can observe in the smallest detail what captivates people while reading and listening.

We now know how readers react to simple words (instead of complex ones), to concrete language (instead of abstract), to aesthetic features (instead of sober language), to metaphors (instead of literal language) and much more.

All research results point to a single principle: It is indeed possible to write in such a way that it satisfies our basic need to learn.

This releases pleasant chemical substances in the "reward center" - a cluster in the midbrain that controls needs and behavior.

The first chemical is dopamine.

It is released when the neurons perceive an indication of a possible reward.

If the reward is granted, half a dozen pleasure centers can ultimately be made to glow.

You should therefore develop a communication strategy that specifically addresses the reward system that is in the middle of our hunter-gatherer brain.

There are five strategies for doing this:

1. Just write.

There may be people who say they love complexity.

But these people then usually speak of wine rather than prose.

So give preference to simple words, simple sentences and above all: Derive simple ideas from complex ones.

Continue reading with

The knowledge of the best - on the important questions about leadership, strategy and management.

We provide you with know-how from the most renowned universities in the world, clear and applicable for your everyday life as a manager.

Your advantages with Harvard Business manager +

• Icon: Check

  The Harvard business manager

  Knowledge, tools and ideas for sustainable success - as an e-paper

• Icon: Check

  Access to the best texts from the past few years

  Inspiration, leadership skills and practical tips for successful managers

• Icon: Check

  Try one month for free

  can be canceled online at any time

One month for € 0.00

Try it now for € 0.00Arrow to the right

Already have a digital subscription? Register here

Continue reading with

Understand economy.

Achieve more.

Your advantages with manager +

• Icon: Check

  manager magazin +

  in the app

• Icon: Check

  Harvard Business manager +

  in the app

• Icon: Check

  Read manager magazin and Harvard Business manager

  as an e-paper in the app and on the web

• Icon: Check

  All articles in the manager app

  for only € 24.99 per month

Buy Now Right Arrow

Already have a digital subscription? Register here

Restore iTunes subscription

manager + is processed via your iTunes account and paid for with a purchase confirmation.

24 hours before it expires, the subscription is automatically renewed by one month at the current price of € 24.99.

You can cancel the subscription at any time in the settings of your iTunes account.

To use manager + outside of this app, you must link the subscription to a manager ID account immediately after purchase.

With the purchase you accept our general terms and conditions and privacy policy.