Get More Clients with
Plain Talk
By Yara Nielsenshultz
Almost two years ago now, Washington state governor Chris Gregoire declared Washington a plain-talk zone. Government employees have since attended classes to learn how to write in plain, everyday language. (Read about it at USA Today.)
If only everyone would adopt this same policy, we'd have fewer misunderstandings. And you, as a small business owner, would probably have more clients. Really.
3 Ways to Improve Your Writing with Plain Talk
1. Avoid acronyms
Now, we happen to find acronyms fun. In private, we call ourselves RPW, and we write about the FCQs. But that doesn't make a bit of sense to you, our reader, does it?
Acronyms are those blocks of letters that stand for something else. Sometimes, they're ok. For example, if your audience consists of people from the US, you can typically use USA, NASA, or CD-ROM safely.
However, in all other instances, acronyms confuse meaning. Avoid them as much as you can. When you must use them, make sure you define them clearly.
2. Use the simplest, most direct words
Convoluted sentences and big words may have impressed your college professors but they will annoy, scare, or confuse your clients. To make your writing as clear as possible, pretend you're writing to an average 8-year old. Yes, your writing should be *that* clear.
Replace:
- cease with stop
- utilize with use
- commence with start or begin
- individual with person
- maximize with boost or increase
3. Use short sentences
When you use long sentences, you risk confusing your reader. Use short sentences. If you notice that your sentences contain a lot of commas, semicolons, or the word "and," they're probably too long. Break them up into shorter sentences.
Using active voice instead of passive voice can help you write shorter, clearer sentences, too. Active voice sentences have an obvious subject and action taking place, so they're easier for readers to understand at first read.
When It's OK to Use Jargon
Jargon and buzzwords may sound fancy, but they usually prevent direct communication. If you feel you absolutely must use jargon, make sure it meets all three of these criteria first:
- You know, beyond a shadow of a doubt, that your reader will understand your jargon.
- Your reader will not share or forward the piece with anyone else who might not understand it.
- You have no better way to communicate your meaning than with jargon. (This situation typically only applies to lawyers, accountants, engineers, and astronauts.)
Want to make sure your writing meets these three plain-talk rules? Contact us at peppers@redpepperwriting.com or check out our Spicy Clients site.
© 2006 Red Pepper Writing
ABOUT THE AUTHORS
Yara and Aaron Nielsenshultz, the Writing "Peppers" and founders of Red Pepper Writing, teach ambitious Coaches, Consultants, and other Solopreneurs how to use powerful writing to get more clients and make more money. For FREE weekly writing tips, visit http://www.redpepperwriting.com.
WANT TO REPRINT THIS ARTICLE ? No problem! You may reprint it as long as it remains complete and unaltered (including the “about the author” blurb at the end), and you send a copy of your reprint to peppers@redpepperwriting.com.
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