WriteBetter: Clarity, Accuracy, Readability and Readership in your writing

Clarity: is it clear what you mean?

Keep it simple should be the mantra. Forget the over-elaborate words or phrases.

"As a result of ongoing market research with our extensive customer base which identified a gap in current provision, we have decided to address that with the introduction of…"

What's wrong with:

"We are introducing X after customer surveys showed there was demand."

Accuracy: are the words and phrases being used and spelt correctly?

When you have mastered writing simply and clearly, there is another more iniquitous hurdle to jump: grammar and syntax, or roughly put, spelling and punctuation.

There are a plethora of books on the subject but none are comprehensive. However, whatever books you buy, most are likely to say that the last sentence should have read: There IS a plethora of books on the subject but none IS comprehensive.

Few people would be likely to misunderstand the first sentence, but it is grammatically wrong and to write it that way is a hostage to fortune. There are many potential pitfalls like that. How many times have you seen the term 'fulsome praise', yet it is usually used in the wrong context? It actually means excessive or cloying.

Did you know that sentences that end with a question mark (like this one) do not take a full stop?.

These seemingly trivial distinctions are worth preserving. It's not that everyone knows them - in fact it's a reasonable assumption that most people don't - but it helps to give you the edge and will impress those who do.

Readability: Would someone who starts reading it want to finish it?

Hook them in and then reward them for staying with the piece.

That means a good introduction, and when you have managed that, a good second paragraph, and so on.

Don't take liberties with someone's time, so ask yourself why are you writing this report or article? Is it to impress? To sell? To promote?

When you have answered that, then you can think about what and how you write it.

Thinking is important, but jot down your thoughts and then try to assemble some running order for your article. This can be changed, but it is important to have some structure early on. But always think carefully about the introduction. That is the key.

Readership: Who are they and do they want, or expect, your piece to be written in a different way?

Who is your readership? Sounds obvious, but you would be surprised how often the question is ignored.

If it is a peer group, ask one or two colleagues if they understand what you have written. If not, ask which bits they do and don't. Then start again.