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