Writing Secrets...

Good writing starts with correct grammar and spelling. It is important! Incorrect grammar and spelling not only clouds meaning, it also frustrates and alienates readers. Error can stop readers continuing.

Observing a few further simple rules will improve readability and clarity:

• Keep sentences short. Long sentences are tiring and difficult to understand.
• Avoid wordiness. If you can say it in less words, do so.
• Avoid jargon. Use simple, everyday language that all readers can understand.  If you must use technical terms, explain them (preferably in the text, not by cross-reference to a glossary)
• Write as you would speak. Read it out loud to confirm that it isn't stilted or unnatural.
• Avoid local colloquialisms and terms if writing for a wide audience.

• Avoid the passive voice. Use active verbs instead.
• Keep paragraphs short. Long paragraphs are tiring.
• Format the page with plenty of white space. Separate blocks of text with white space.
• Use sub-headings and bullet point lists to break up long blocks of text
• Insert white space above sub-headings to separate sections of text.
• Add pull-quotes and bolded paragraphs to emphasize key concepts and assist skim readers.
• End pages in the middle of a thought if possible. Give the reader a reason to turn the page and keep reading.
• Answer all the key questions: Where, What, Why, When, How.
• Offer solutions.  Describe a problem, then offer a possible solution.
• Tell the reader, quite directly, how to respond.
• Focus on the reader. Talk to the reader directly. Use 'YOU' and 'YOUR', not 'I', 'WE', 'MY', or 'OUR'
• In marketing copy, focus on benefits to the reader, not features. For example, the reader doesn't care that you put a million dollars and six months research into that speed limiter fitted to your latest model car.  He only cares that he'll never be fined for speeding again!