Writing with readability means making your content material straightforward to learn and perceive. In case your viewers can’t grasp what you’re attempting to say, what’s the purpose?
Hello, I’m Alana, your pleasant neighborhood weblog editor. I spent most of my early advertising profession within the public well being area. We targeted on one major writing precept: utilizing plain language.
For years, I turned advanced well being data into digestible content material. I translated difficult vaccination schedules and prolonged medical insurance insurance policies into easy steerage for shoppers.
I nonetheless use plain language rules to write down clear content material. However I’ve additionally picked up some new methods alongside the best way. Listed below are all the methods I exploit to speak clearly and create worth as a marketer.
Desk of Contents
Why Writing With Readability Issues
Earlier than we get into the how, let’s begin with the why.
Why does this matter for entrepreneurs?
My expertise in well being advertising taught me that clear content material respects your reader’s psychological power. It issues as a result of it influences their capability to focus, assume clearly, and keep motivated to take motion.
With out clear writing, even essentially the most sensible messages fall flat. Science shows that components so simple as sentence construction affect comprehension and recall as we learn.
That’s why readability is important. In the event you do not talk successfully, your viewers received’t know (or keep in mind) what you need them to do.
Right here’s how one can put this considering into observe.
How one can Enhance Readability in Writing: The Fundamentals for Entrepreneurs
I’ve included six elementary ideas beneath that can assist you enhance readability in your advertising content material.
However I’d be remiss if I didn’t point out the final word clear writing hack: ranging from a top level view or template. Readability begins with construction, and that’s precisely what templates (like those beneath) present.
Save them for later while you’re prepared to begin writing. Within the meantime, let’s get into the fundamentals of writing clear content material.
1. Know who you’re speaking to and what you need to say.
The cardinal rule of selling is that this: Know your viewers.
It’s simpler to speak clearly while you perceive what they want, what they need to know, and learn how to attain them.
Let your viewers information your writing course of. Earlier than you place pen to paper (slightly, fingers to keyboard), reply these questions:
- Who’s studying this? In my case, this text is focused towards advertising professionals who focus on content material improvement.
- What’s my major message? Writing with readability issues in advertising, and there are steps you may take to simplify your advertising content material.
- What’s the particular consequence I need to obtain? I need to give my readers actionable, experience-based methods for writing clear content material.
- How will I get them there? I’ll introduce why writing with readability is essential, begin with some primary ideas, present expert-level methods from my advertising colleagues, and wrap up with key takeaways for entrepreneurs.
The clearest content material is content material with intention. Writing with readability forces you to consider what you’re writing — and who you’re writing it for — earlier than you begin spilling phrases onto the web page.
2. Outline unfamiliar phrases (and don’t assume data).
One other easy method for making your advertising content material clear is to clarify your phrases. Relying on the context, even acquainted phrases and phrases can confuse readers.
Initially of this text, I outlined writing with readability. Certain, it might appear simple to me. However all it took was twelve additional phrases to verify we’re aligned as you proceed studying.
Clarify key phrases early on, so your message is less complicated to comply with.
3. Use a constant fashion and voice.
Generally, it’s good to be predictable. That’s an enormous purpose why folks come again to your model — they know what to anticipate.
Take Duolingo for example. Likelihood is you’ve seen Duo the owl on nearly each platform the place Duolingo does enterprise. He’s featured in all of their advertising content material, and he has a very distinct voice and tone.
Take a page out of Duolingo’s book. Give consumers the same experience no matter where they find you. This will help you establish a clear and recognizable brand identity.
4. Use short words, sentences, and paragraphs.
Remember when science told us we have a shorter attention span than a goldfish?
That was about ten years in the past, and it nonetheless holds true.
The fact is that almost all of your viewers isn’t reading every word you write. As an alternative, folks are inclined to skip total phrases, sentences, and even sections.
One factor that I attempt to do in my writing is make my content material scannable. This contains:
- Simplifying my phrase selection (e.g., attempt use as an alternative of make the most of)
- Focusing on 10-15 phrases per sentence.
- Focusing every sentence on one major concept.
- Utilizing single-sentence paragraphs to create pure pause factors.
- Limiting paragraphs to 2 to 3 sentences max.
Reread this part to see what I imply.
5. Emphasize your largest takeaways.
As readers, we love to skim.
So ensure you spotlight your most essential factors so that they don’t get buried.
You need to use daring to carry consideration to essential ideas or essential statistics.
Bullets are additionally an effective way to:
- Summarize your major concepts.
- Break down particular steps or suggestions.
- Enhance general readability.
Clear writing makes it straightforward for folks to select up what you’re placing down (perceive what you’re attempting to say).
Right here’s an instance of emphasis in motion from another blog post I wrote:
6. Benefit from free writing instruments.
There are tons of writing instruments available on the market that can assist you write with readability. You’ll be able to even ask your AI BFF to assist your content material learn extra clearly. (Speaking to you, Claudie.)
Nonetheless, I’ve to say, these two are my favorites proper now: Hemingway Editor and Grammarly.
Hemingway Editor is so good. You’ll be able to copy and paste your content material straight into the instrument. It highlights prolonged, advanced sentences and customary errors. Hemingway additionally flags pointless jargon and weak phrases in your writing.
The net-based model is free. You even have the choice to obtain the desktop app for a one-time payment of $19.99 or improve to Editor Plus for extra options.
Grammarly can be a wonderful proofreading instrument. Actually, I’m actively utilizing the Grammarly browser extension as I write this text. It offers content material solutions, phrase selection enhancements, and grammar checks in actual time.
Grammarly has each a free model and a paid model with superior options.
OK — now that we’ve coated the fundamentals, it’s time to change to professional mode.
3 Knowledgeable Strategies for Writing Clear Advertising and marketing Content material
Knowledgeable mode, activated.
I reached out to 3 seasoned content material strategists (and pricey, pricey colleagues) for much more clear writing methods. Right here’s how they strategy writing with readability.
1. Observe via in your argument and ship in your guarantees.
Marja Vitti, advertising supervisor at HubSpot, says: “After I’ve my content material written, I learn it via and attempt to comply with the circulate of my logic. Here is an instance of some questions I ask myself:
- Does my content material ship what I promised in my introduction? (If not, that is a crimson flag.)
- Does the circulate of my argument make sense? (That is essential.)
- Does every paragraph make a particular level? (If not, rework and take away something extraneous that does not serve the argument.)”
I like this framework.
Within the intro of this submit, I promised to share “methods I exploit to speak clearly and create worth as a marketer.”
I additionally outlined the circulate of my logic earlier on this submit: “I’ll introduce why writing with readability is essential, begin with some primary ideas, present expert-level methods from my advertising colleagues, and wrap up with key takeaways for entrepreneurs.”
I hope you’ll agree that I delivered.
2. Spend time constructing context earlier than entering into the weeds.
Amanda Sellers, supervisor of EN weblog technique at HubSpot, says: “Use a framework so your viewers imprints on the fitting issues.”
She continues, “A what > why > how construction might help construct context earlier than you get into the weeds of the subject. Spending time defining the issue will give your viewers the phrases to get extra context later, no matter whether or not they understood the ‘how.’”
That is the precise construction I used right here:
- I began with the what: “Writing with readability means making your content material straightforward to learn and perceive.”
- I emphasised the why: “Clear content material respects your reader’s psychological power. It issues as a result of it influences their capability to focus, assume clearly, and keep motivated to take motion.”
- Then, I outlined the how: “How one can Enhance Readability in Writing: The Fundamentals for Entrepreneurs” and “3 Knowledgeable Strategies for Writing Clear Advertising and marketing Content material”
Works like a attraction, I’d say.
3. Ask your self: Does this truly sound good after I learn it out loud?
Curt del Principe, senior advertising supervisor at HubSpot, says: “Learn your work out loud. In the event you can‘t get via it with out stumbling, it’s most likely not clear sufficient.”
These are sensible phrases if I’ve ever heard them. Plus, it’s the right piece of recommendation to wrap up this tip roundup.
This text was dropped at you by ten read-alouds and numerous edits for circulate. Speaking via your piece and making refinements are the ultimate bosses of readability.
The Clearest Voice Wins
Clear writing isn‘t simply good observe — it’s a aggressive benefit.
In immediately’s content-saturated world, manufacturers that talk clearly win. They keep extra prospects, construct stronger relationships, and drive higher outcomes.
Writing with readability takes observe. Even after years {of professional} writing, I nonetheless catch myself falling into jargon traps or constructing overly advanced sentences.
The distinction? Now I’ve methods in place to catch (and repair) these points earlier than they attain my viewers.
Editor’s word: This submit was initially printed in November 2015 and has been up to date for comprehensiveness.
