Here are ten tips on selecting the right words in the right order and on making written words and phrases simpler, clearer, and better understood. The preliminary rule is first to be aware and conscious of your audience. Depending on the nature of the audience for your writing, any or all of the rules below can be ignored.
- Always write in summary. Many people do not read: they scan and they skim with finger on a touchpad cursor. So keep everything short, simple and punchy
- Align the word you use as closely as you can to the meaning you want. If you are not circling back, then don’t say you are. Say you are returning, remembering, or coming back. Avoid words that promote uncertainty on the type of contact, such as “reach out”, “touch base”. These words confuse more then they define.
- Whenever possible and appropriate, use active rather than passive verbs. Active verbs give your prose more energy. Passive verbs are often used in academic research as they promote a sense of neutrality and observation, rather than of participation and a suggestion of partiality. For “The meeting was opened by Jane”, just write “Jane opened the meeting.” It’s even more obvious in sport – “the ball was kicked by Messi?” No. “Messi kicked the ball”. There are some instances where the passive voice might be a requirement, for example in creative writing.
- Use short words when you can. “Endeavour” and “transition” are better as “try”, “change” or “move”. Shorter words make your writing more effective.
- For maximum clarity and precision, for example in scientific and technical writing, limit your use of adverbs and adjectives. Many can be dropped in favour of a more effective single verb or noun. But if you are writing creatively, for example poetry or imaginative fiction, where precision and clarity are of less importance, then there is no need for such limitations.
- Observe the most basic grammar rules but ignore the fine details if they get in the way. Achieving complete clarity justifies your grammar (but not your spelling or punctuation). Perfect English grammar just doesn’t exist.
- Take care with clichés. Clichés are mostly phrases. Words by themselves cannot be clichés. Some words cannot be replaced. The context, not the use, makes the cliché.
- Cut out all words not needed. Then when you’ve finished, do it again (because it can always be done twice).
- Use an unusual or counter-intuitive word or phrase occasionally where you can. That’s what creative writers do; it’s why they are needed for the revival of effective business writing. Doing this creates new universes. That word or phrase will get noticed so prepare to justify it.
- Try to use poetic devices occasionally and when possible, for example: alliteration, metre, rhyme, creative metaphor. It will improve your writing. It will stay in the memory of others.
