how to write for easier reading
Post on 12-Jan-2015
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HOW TO WRITE FOR EASIER READING10 SIMPLE TECHNIQUES
FOR WRITING MORE CLEARLY
But if you can converse in English, you can learn to write to the level of an above-average U.S. newspaper reporter.
OK, SO NOT EVERYONE CAN WRITE AS WELL AS HEMINGWAY
If you follow a handful of principles set down by readability expert Robert Gunning in the 1950s, you can master the craft of writing clearly.
IT’S A MATTER OF DISCIPLINE
1. WRITE TO EXPRESS, NOT TO IMPRESS
KEY CONCEPTS
• Get past the idea that there is an ‘educated’ style of writing.
• Focus instead on communicating ideas as quickly and easily as possible.
BONUS
If you follow this principle, the others fall into line.
Study and imitate how the BBC writes its online copy:
http://www.bbc.co.uk
2. PREFER SHORT SENTENCES
KEY CONCEPTS
• Try to compose sentences that can be read aloud in a single breath.
• Vary the length to improve the flow of your copy and to avoid choppiness.
BONUS
This is a general rule.
Short sentences alone do not guarantee copy that is reader friendly.
3. CHOOSE THE SIMPLE, AVOID THE COMPLEX
KEY CONCEPTS
• Stay with one or two syllables whenever you can.
• Avoid complex phrases whenever a simple phrase will do.
BONUS
Readers would rather quit reading than work to discover your point.
4. STICK WITH FAMILIAR WORDS
KEY CONCEPTS
• The average conversation selects from about 3,000 words.
• The average high school graduate know about 15,000 words.
BONUS
Big words help you organize your thoughts.
Small words help you relay those thoughts to your readers.
If you use an unfamiliar word, define it for the reader.
5. OMIT NEEDLESS WORDS
KEY CONCEPTS
• Make every word count.
• Verbosity weakens your text and tires your reader.
BONUS
Practice trimming your text – even in drafts, notes and letters.
You often can cut text in half just by killing the useless words.
6. PUT ACTION INTO YOUR VERBS
KEY CONCEPTS
• Avoid sentences that use verbs like “is,” “are,” and other variations of “to be.”
BONUS
Any sentence can perform two tasks. It can describe a thing or it can describe an action.
The best sentences do both.
7. USE THE ACTIVE VOICE
KEY CONCEPTS
• All sentences that are written in the passive voice should be recast.
BONUS
The active voice brings power to a sentence.
The passive voice drains a sentence of its momentum.
8. PREFER THE CONCRETE TO THE ABSTRACT
KEY CONCEPTS
• If you wouldn’t use a
word or a phrase in
everyday
conversation, then
find another one.
• Be stingy with your
adjectives.
• Use nouns that help
your readers see a
picture in their heads.
BONUS
Scientists, engineers and economics speak in abstractions. We’re not writing for them.
Everyday people talk in concrete terms. You will get further writing for them.
9. UNDERSTAND YOUR READERS
KEY CONCEPTS
• Study their wants and needs.
• Learn to speak their language.
• Relate your ideas to their experiences.
BONUS
If you fail to understand your readers, you can’t communicate with them.
10. WRITE WITH A HUMAN VOICE
KEY CONCEPTS
• Avoid the legalese.
• Distain the corporate drone.
• Write for the ear, not for the eye.
BONUS
Craft sentences that sound as if they come from a friend.
Lawyers should be advisors, not editors.
EXTRA INNINGS
KEY CONCEPTS
• Try running your text through the Gunning Fox Index.
• Aim for a score of between 6 and 7.
• Score too high? Try, try again.
BONUS TIP
To get your Gunning score, just copy your text and paste it here:
http://gunning-fog-index.com
Rusty Cawley, APR
Brand-Journalist.com
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