Don’t be too clever. If the reader starts admiring your english, you’ve failed. They should be admiring your message.
KISS – Keep it Short and Simple. Aim your text at someone with a reading age of 14. People are too busy to waste time unravelling your complicated sentences or deciphering your jargon.
Don’t make exaggerated claims you can’t prove. Just one of these and the reader questions all the other TRUE things you write.
Keep changing the language – use different words and phrases to repeat your benefits; don’t use the same word or phrase more than twice.
Avoid Latin words, use Saxon ones instead, unless communicating with french, spanish or italian speakers.
information: news, facts
indicate: show
regarding: about
immediately: now, rightaway
construct: build, make
regulation: rule
conversation: talk
publication: book
discover: find
Get straight to the point and relate your message to the reader:
Every year 1 in 3 families is affected by hospitalisation
Better to say – There is a 1 in 3 chance a member of your family will go to hospital this year
Many people have wondered…
Better to say- You must have wondered…
Widely used by major companies
Better to say – Proved in use by Tesco and Shell
Statistics indicate…
Better to say – The latest DTI figures show…
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