Writing is becoming a lost art, particularly in the business world. The chances are you’ve received either a poorly written email, sat through an inarticulate presentation, listened to an unconvincing speech, or experienced all three. The ability to write clearly and effectively remains one of the central building blocks of our society, yet increasingly the emphasis on writing as a skill seems to be waning.

The irony, of course, is that it’s never been easier (or cheaper) in the history of civilization to disseminate content to the masses. Between blogs, e-publishers, and social media you have a triumvirate of tools to professionally present and share your message – without the need of any third parties.

There’s any number of reasons to explain its decline. Some argue it’s the influence of social media, which facilitates speed rather than thought, while others suggest schools no longer place the same emphasis on effective writing that they once did.

However, why writing has declined as an art is not nearly as interesting as why it remains such a highly valued skill. The truth is it’s one of the best tools in your career arsenal and something that lets you do the following very well:

Sell – It could be an idea, a product, or a new project but your success will be judged on your ability to sell it. By using clear and concise language you stand a far better chance of effectively selling your pitch.

Influence decision makers – Whether it’s the CEO of your company, your investors, or your clients you can be sure they place a high value on strong writing. If you’re looking to influence these groups, put thought into the structure and tone of your chosen medium (e.g. presentation, discussion, proposal). By communicating effectively, you strengthen your argument.

Stand out – Given fewer take the time to write effectively, polishing your own writing skills is a great way to stand out from everyone. Use it to differentiate yourself in any number of forums, such as a job application or written exchanges with more senior members of your company.