Hi there ,
No one learns how to write messaging in school. In fact, you have to unlearn a lot of what you DID learn in school.
Many of us were taught to write papers with big words and formal sentences. I remember memorizing fancy vocabulary words that I’ve never, ever used in real life. (And I’m a writer!)
When I teach marketers to write in plain English, a few struggle. They’ve been using formal words to describe their solutions for so long, that anything else feels dumbed down.
But using plain English is smart. It’s the shortcut to clear, concise and approachable writing.
Plain English is about using the most straightforward and simple words to convey your idea, so your messaging is accessible to all.
You can do it by simply swapping out big words for little words in your writing. Most fancy words have a short and sweet plain English equivalent, for example:
- Accomplish = do
- Alternatively = or
- Utilize = use
- Currently = now
- Provide = give
- Empower = let
When you swap fancy words with the plain ones, your writing magically becomes easier to read.
Before (fancy)
Maximize the quality of patient outcomes while simultaneously minimizing costs.
After (plain)
Improve patient outcomes and reduce cost of care.
I love how the simple word ‘and’ replaces a mouthful like ‘simultaneously.’
The more you do this technique, the more you’ll realize how unnecessary big words are.
And you might even get hooked! 😉
Cheers,
Emma
And that's not all I have for you
Keep reading for this edition's 'Hey, Emma!' (AMA) where I answer Adam's question: "Do you have any good exercises to help my team write stronger messaging?" Plus, a recent punchy post on jargon.
Thanks so much for reading (and watching) and I'll see you again in a couple of weeks 🙏
Emma
Founder, Punchy
(Say "hi!" on LinkedIn and Twitter!)
|