Daily Record (Morris County, NJ)

March 11, 2008

Business writing expert puts his advice in book

Montville company owner also teaches at Fairleigh Dickinson University

Keep it simple, clear and compelling is some of the advice Jack E. Appleman offers in his new book, “10 Steps to Successful Business Writing,” published in January by the American Society for Training and Development (ASTD).

A business-writing instructor, college professor and president of SG Communications in Montville, Appleman offers group work-shops, one-on-one consultations and writing coaching to “anyone who needs to communicate effectively,” he said.

“Business writing is a learned skill based on fundamental principles like clarity, conciseness and organization,” he said. “Bad writing hurts productivity; there’s a simple equation for good writing that improves production and increases revenue.”

The net effect:

“I think e-mail has a negative effect on improving writing because you can’t treat it differently from regular documents, which people do. It’s OK for a small not, but any communication via e-mail should be treated like any other document.” Despite technological advances, people write more than used to but not better, Appleman said.

Biggest writing mistake:

“Not getting to the point soon enough. Most people were never taught business writing. They treat memos, proposals, press releases, audit reports or PowerPoint presentations like high school essays. They are not taught to be concise. Business writing should be based on what is taught in journalism, like capturing attention.”

Early years:

Appleman was born in Oceanside, N.Y., on March 3, 1954, and grew up in Valley Stream. He graduated from Ohio State University with a bachelor’s degree in communications and from Ohio University with a master’s degree in journalism.

Career path:

Appleman ran a weekly newspaper in Long Beach, N.Y., for five years, writing, editing, covering council meetings and pasting up copy. “It was a great experience.” In 1979, he moved to San Francisco and worked for a boating magazine. He came back east in 1981 and worked in public relations for more than 10 years before becoming vice president of marketing and communications at Tribus Co. in Wayne. While at Tribus, he was asked to give writing tips and realized “These people need it, and I enjoy it.” In 2001, he founded SG Communications.

Appleman also is an adjunct professor at William Peterson University, where he teaches media writing, and at the Florham Park campus of Fairleigh Dickinson University. He is vice president of the Northern New Jersey chapter of ASTD and on the board of the Business Marketing Association of New Jersey.

At home:

Appleman lives in Monroe, N.Y., with wife, Rosa, and daughters, Gail, 20, and Sarah, 16.

Sports fan:

In addition to golf and tennis, Appleman roots for the Mets, Jets and Rangers. He also enjoys sports-related books and has recently read “Praying for Gil Hodges,” by Tom Oliphant.

Best writing tip:

Be simple. “It’s hard to be simple. People write like they speak.” Appleman suggests reciting what you’ve written to determine whether you’ve used too many words. He also suggests taking classes in journalism.

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