Reviewed by Simon Hall.

To master the art of effective business communication, you need to abandon almost everything your teachers taught you. That’s the advice of Simon Hall, Course Lead for Cambridge Advance Online’s award-winning Compelling Communication Skills course.

‘Forget what you learned in school and college about using long words, longer sentences and even longer paragraphs,’ he says. ‘Keep it short, swift and simple. Leave out whatever isn’t completely relevant to your offering – and remove technical talk, science speak or anything else that is hard to understand.’

In his latest article for Cambridge Advance Online, Simon draws on 25 years of experience as a BBC broadcaster and author(Opens in a new window) to explore the ABC of business communications – offering practical strategies to help you become a compelling business communicator.

Business communication skills defined

Great business communication is all about getting your message across clearly, confidently and with impact, no matter the medium. That’s why business communication skills are consistently ranked as one of the most sought-after professional skills(Opens in a new window), according to the leading business magazine, Forbes. Good communication isn’t just about talking – it’s about listening, connecting and building strong relationships through skills like negotiation and networking. Communicating well can keep teams working smoothly, spark creativity and help ideas come to life.

Showcasing these skills at work shows you’re not just a talker but a doer – someone who collaborates, takes the initiative and gets results, whether you’re pitching to a client or brainstorming with your team. There’s more detail about this in Simon’s insights on 10 top tips for effective business communication skills

The importance of strong business communication

At its core, business communication is what turns plans into action. It’s the thread that pulls together ideas, processes and people. Whether you’re leading a brainstorming session, writing or presenting a killer proposal or clinching a deal, communication is everybody’s superpower.

‘I’ll give you three brief examples of the importance of strong business communication in action,’ says Simon. ‘All from recent experience, after the people concerned contacted me asking for help.’

Case study 1: Motivating teams

‘The first was the CEO of a medium-sized company. She needed to get her staff to buy into a change programme. But they weren’t doing so. They were resisting and the project had become bogged down, even though the CEO knew it was vital for the business’s future.

She asked what she could do to make the programme a success. It sounded like a strange suggestion, but I advised storytelling. To create two different visions of the company’s future. One of slow decline and eventual extinction. The other as a thriving, energising, fulfilling place to work for many years to come.

She was a little sceptical, until I told her about the gold-standard case study of the use of storytelling to persuade and influence. President John F. Kennedy, his use of the story of the glory of a moon landing, and how it drove America to set the first human on the moon.

It worked for JFK. I’m pleased to say the strategy is also now working for the CEO.’

Case study 2: Supercharging careers

‘Case study number 2 concerns a young, very clever and equally ambitious recent graduate,’ says Simon. ‘He had emerged from a top university with a top degree, joined one of Britain’s biggest businesses on its prestigious future leaders programme, and was expecting his career to soar into the sky.

‘But the first time he came to present to the board, on a project of great importance, he made a mess of it. The big bosses didn’t understand his message. They were confused by his slides. They didn’t buy into his recommendations.

‘He was downcast. He knew he had important insights to offer his company. But they weren’t being heard.

‘I asked him to give his presentation to me and saw the problem at once. He was trying to be too clever. Using technical terms that were impossible to understand. Overloading his slides with data. Talking far too much.

‘So we worked through simplifying and shortening his message, and how he presented it. He got a second chance to talk to the board. This time, it was a success. He’s now managing the project, with full backing from the highest levels of the company. It’s going well, and his career is back on track.’

Case study 3: Persuading people

‘Finally, another example that I see a great deal. I was approached by a couple of entrepreneurs. They had set up a company based on a discovery they made while working at a university. They believed it could offer great benefits to the retail industry. Having seen it in action, I agreed. So, they asked: Why wasn’t anyone buying it?

‘The answer was a common one. They were trying to explain the benefits of their innovation in science speak. Which was unintelligible to just about everyone they might talk to.

‘So we worked on a way of explaining what the business had to offer in simple terms, and guess what? They’re doing very nicely now, happily.

‘All it required was remembering to ditch the jargon of their trade. In this case, science, equations and probability analyses. It could equally have been computer programming, or medical terminology.

‘It might sound strange, but it’s true – and an important lesson. To be smart at business communication, you have to talk the language of the real world. And that means making your messages simple and being clear why anyone should care. It’s as simple as that.’

Key benefits of better business communication skills

These three case studies illustrate just how much difference good communication skills can make in a business context. Here are a few reasons why effective business communication can be a game-changer:

• Team collaboration that works. Clear communication gets everyone on the same page, so teams know their goals and how to achieve them together.

• Stronger client relations. Businesses that communicate well with clients build trust, manage expectations and turn one-off deals into long-term partnerships.

• Smooth conflict resolution. Great communicators don’t shy away from tough conversations; they tackle them head-on with constructive dialogue.

Business communication skills examples

So what does effective business communication actually look like? Whether you’re presenting an idea, negotiating a deal or resolving a workplace conflict, your communication skills shape how others perceive you and how effectively you achieve your goals.

‘Imagine yourself trying to convey a message, whether by email, at a meeting, or even just in a chat,’ says Simon. ‘Having absolute clarity on what you’re communicating means you won’t wander off your subject, your audience will understand you, and it will save effort as you focus on what’s relevant and nothing else.’

‘Think of a golden thread that runs through your story,’ he adds. ‘Everything you say or write should be guided by it. It has a clear direction and flow, and the key points which you want to make are linked together by it. When communicating any form of message, first decide what your golden thread is and then follow it.’

For example, the golden thread in the film Alien. It's all about the battle for survival between humanity and the extra-terrestrial.

• Presentations. Delivering a compelling presentation isn’t just about sharing information – it’s about captivating your audience, making key messages memorable and leaving a lasting impression.

• Emails. Crafting clear, concise and well-structured messages can make the difference between confusion and action.

• Negotiation. Using persuasive language, active listening and empathy helps to reach win-win outcomes in the workplace.

• Conflict resolution. Drawing on communication skills to mediate disputes demands diplomacy and emotional intelligence to turn disagreements into progress.

The key to effective communication lies in adaptability. No two situations are the same, and mastering the art of simplicity and storytelling helps you adjust your approach with confidence. It’s also about finding your unique voice and using it to influence decisions, inspire action and create meaningful connections, no matter the medium or context. When you harness these skills, you’re not just communicating – you’re leading, persuading and unlocking your own potential.

‘But here’s the most important point,’ says Simon. ‘Business communication – indeed all communication – is an art, not a science. Much of the power of words depends on the style in which they’re wielded.’

‘Models can help you understand how business communication works,’ he adds. ‘But finding your own way, your own voice, the precious, unique character of your own communication style is critical.

‘Look at some of history’s greatest communicators. Do you think Winston Churchill followed a model? Or Barack, or Michelle Obama? Or Martin Luther King?

‘No. They said it as they saw it, and all in their own unique style. So by all means, use models to learn about communication, and the sometimes mysterious ways in which it works. But make sure to practise your own style and find your own way. Authenticity is indispensable.’

Digital communication skills for business

Digital communication skills are essential in today’s technologically driven landscape. From hosting seamless meetings on platforms like Zoom or Microsoft Teams to coordinating projects with tools like Slack or Trello, being digitally fluent is a must. But it’s not just about knowing the tools – it’s about using them wisely. That means understanding when to engage with someone via a video call versus sending a quick message and always practising good digital etiquette to keep communication as smooth and productive as possible.

‘Most of all, I’d say to remember the hierarchy of effective business communication,’ says Simon. ‘The gold standard, by far the most effective way to understand ideas and establish connections, is by meeting face to face and talking. I drill that into my students time and again, and then time and again!’

‘Next in the hierarchy comes video calls,’ he says. ‘Talking is critical, and being able to see each other is important for effective business communication. Then comes phone calls. Finally, emails are the last resort. If you really need to sort something important, then talk! Don’t automatically email. Think first: Would a chat be quicker and more effective? The answer is very often a big yes.’

‘Mastering business communication is about making every interaction count, no matter the medium,’ Simon explains.

Best practices for digital communication

1. Pick the perfect platform. Not all tools are created equal. Match the medium to the message. Whether it’s a detailed email or a real-time brainstorming session, there’s a time and place for every communication method.

2. Keep it concise. Digital spaces are busy, so make your point quickly and clearly to avoid overwhelming your audience.

3. Stay professional. Even in more casual online environments, professionalism matters – especially in client interactions or formal emails.

Read more about the impact of technology on business communication in Simon’s latest article.

How to improve business communication skills

Mastering business communication isn’t something that happens overnight – it’s a journey built on observation, practice and continuous improvement.

‘In terms of how to learn business communication, I’d say the best trick is to look around you,’ says Simon. ‘Study the shining successes of the business world, like Google and Chat GPT. Find other companies you admire too, and see how they communicate. That will show you what effective business communication looks like in the teeth and claw world of commerce.’

But recognising great communication is just the beginning. To truly improve, you need to roll up your sleeves and put in the hard work, according to Simon.

‘Just like being a concert pianist, a master architect or a sporting legend, it all comes down to practise, practise and then practise some more,’ he says. ‘However annoying it may be, there’s no substitute in life for hard work.’

Practical tips for improving business communication skills

Here are a few practical tips for improving business communication skills:

• Seek feedback. Ask colleagues or clients for feedback on your communication style. Their insights can reveal blind spots and help you refine your style.

• Practise active listening. Focus on truly understanding others before jumping in with your thoughts. Active listening is a game-changer.

• Practise public speaking. Record yourself making a presentation so that you can improve your delivery. Take on internal presentations to build your confidence.

• Invest in training. Enrol in workshops or business communication skills training to sharpen your skills and stay ahead of the game.

There’s a more in-depth exploration of the importance of business communication skills training in this recent article(Opens in a new window).

Conclusion

‘Stories captivate our minds and stir our emotions in ways that facts and figures alone simply can’t,’ says Simon. ‘They make our messages memorable – which is why storytelling is such a powerful tool in business communication. Whether you’re leading a team, building client relationships or navigating internal processes, the ability to communicate through compelling stories is key to professional success. Mastering this skill can help you influence, persuade and collaborate more effectively – no matter your role or industry.’

It’s entirely fitting that Simon’s final words of advice are the epitome of concision: ‘Keep it short, sharp and simple – with your words, graphics, videos, websites, designs, whatever you are working on,’ he says. ‘Practise hard – and you’re far more likely to be a success.’

If you want to unlock your communication superpowers, with Simon as your guide, sign up for our six-week online Compelling Communication Skills course today.

Want to find out more? Read a Q&A with Simon Hall and fellow Course Leader Professor Thomas Roulet.

Simon Hall

Simon Hall runs his own business communications agency, Creative Warehouse. He teaches writing, public speaking and storytelling skills at the University of Cambridge, for companies and in government. He’s also an author with 11 business communication books published and was previously a BBC TV and radio news correspondent.

Further reading

Read Simon’s book Compelling Communication(Opens in a new window), published by Cambridge University Press.

For more thoughts on mastering business communication, read this article on communicating your vision and ambition effectively.

For further reading, visit our article oneffective communication skills through storytelling.

If you’re communicating about science, head to our article on communicating about scientific research for inspiration.

You might also be interested in our course on intercultural communication for global business.