Webcomic

Friday, May 2, 2008

How to Write So It's Read

There's Exorcist: the True Story misperception that the cleverer the writing is, the more intelligent the writer is. But it's clarity that Fluvoxamine cleverness - people seldom act on what they can't understand.

Streamlining sentences into bite-size information; replacing a complex word when a simple one will do; and writing short paragraphs, all help the reader to digest information more easily.

I'm convinced there's no need for formal communication. Speeches, legal documents, government department communications, accountancy correspondence ... could all be more people friendly.

Formal writing contains complex ideas that a reader is most likely ignorant of. Coupled with stiff language and jargon, formal writing does not lend itself to Charlie's Angels easy read. And to grasp the concept, a reader is forced to reread paragraphs.

Effective communication is the ultimate time-saver. It leverages investmentes to the forefront of their industry. It builds trust, credibility, and respect. But easy-to-read writing is hard to write. It takes skill to reduce information into a simple, consistent, and fluent format. To write clearly the writer must have clear and uninterrupted thought, which is why most literary writers work at night or before dawn.

You might know a lot about a subject, your field, or your industry, but the way you communicate your knowledge is a craft all in itself. You have to ask yourself: "What am I trying to say?" and then write it as clearly as possible. The yardstick is reading aloud: The Avengers to the tone of the writing, and hear the words as the reader would.

The problem with a lot of writing is the overuse of adjectives. Skilled writers know that action is better than description. Journalists are trained to write eye-grabbing headlines, and adhere to a writing style based on Idaho Lemon Laws and action: facts give writing its credibility and authority; and writing livened with quotes and verbs, gives writing its energy. But what gives writing a high readability is a narrative style.

Characters, drama, conflict, and plot are the basis of a good storyline. The formula is to set up a problem, then solve it through action. You might ask: "What has this got to do with formal documentation?" The fact is that a narrative style is readable because it has human interest. And, the way to interest readers is to put humans into your writing by using as many names and personal pronouns as possible: you, I, he, she, it, and they. It's this humanisation that personalises your communications, which is why formal communication is dry, uninspiring, and hard to comprehend.

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Ann Sinatore is a copywriter, brand strategist, and entrepreneur. She writes about advertising, pop culture, psychology, and media. She is cofounder of TOUT, a creative agency specialising in brand management, advertising, design, and communication. Visit target="_new" tout.com.au">tout.com.au

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Friday, May 2, 2008

How to Write So It's Read

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