As we all know, there is a lot of information out there. Readers can choose to read your blog posts, e-books, brochures, newsletters, or someone else’s. There are any number of factors that determine who reads what, such as interest level, ease of access, and the reader’s previous relationship with the author. Another factor is simplicity.
Using simple language in your promotional materials can attract more readers, AND help those readers take the actions you want them to take. Simple writing doesn’t mean you’re assuming your audience is stupid. Rather, you are assuming they are busy and have a lot on their minds. In writing simply, you are making their lives easier, rather than more stressful. Here are a few strategies for simplifying your language:
Shorter Sentences
Keep sentences brief and to the point. If you notice you are using a lot of commas to separate clauses, think about breaking them up into shorter sentences.
Simpler Words
Look for longer words or phrases and replace them with simpler synonyms. For example, try “use” in place of “utilize.” Replace “we are in receipt of” with “we received.” For more suggestions for fat-free writing, follow Jane Dominguez of The Write Business Advantage on Twitter (@WriteAdvantage).
Obvious Transitions
Make it clear how one idea relates to the previous one. Use a generous number of words and phrases like “so,” “therefore,” “but,” and “resulting in.”
Draw Conclusions
Don’t assume that readers know everything you know. For example, you may be tempted to write, “The new Widget 1000X can help you generate additional revenue.” Instead, spell it out by writing, “The new Widget 1000X provides faster-than-ever widgetizing of your woodgets. You can produce and sell twice as many woodgets, and generate that much more revenue.”
Walk Readers Through the Process
Most promotional documents are designed to sell something, right? Make it easy for readers to do business with you by walking them through the sales process. One of my clients recently developed a document with graphics that show the three-step process used to get an estimate from her company: (1) Call the company to set up an appointment. (2) Receive a consultation. (3) Receive a proposal. It doesn’t get much simpler than that.
What are your strategies for using simple language? Please share in the comments.
About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.
Need assistance simplifying your writing? Karen can help! Click here for contact info.
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People may not understand that simple language can be lucrative – lol! As a grant writer, I’ve been told that the clarity of my writing helps funders understand the needs of my agency and why it should be funded, which makes them more likely to do so. Thanks for helping others understand the importance of this strategy.
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Karen Marcus Reply:
June 11th, 2010 at 8:25 am
Mary, you’re welcome, and glad to hear you are using the power of language to get good things done for your agency.
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I have to confess, I’m guilty of using bigger words to make myself seem smarter. I work with a lot of really smart people, and want them to respect me. Reading this post and the comments makes me realize it’s not about what people think of me, it’s about getting the information across. I will think twice about doing that again!
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Karen Marcus Reply:
June 11th, 2010 at 8:24 am
Amanda, I think we’ve all been guilty of that from time to time. Great point, though, good writing is all about reader understanding.
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I think many business owners are afraid that if they use simple words they not look like an expert. I work in the medical profession and as you know we can use some big words. I had a doctor tell me early in my career that parents did not understand my big words and neither did he. He told me to keep it simple and he would be more likely to read my reports. I continue to follow his advice 30 years later and I am known as an expert in my field.
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Karen Marcus Reply:
June 8th, 2010 at 11:15 am
That’s excellent, Julia. I agree, there seems to be a perception that big words=expertise. But, it’s difficult to establish yourself as an expert if no one can understand what you’re talking about!
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