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Writing Clear Messages

Jolene MacDonald Portrait
By: Jolene MacDonald
January 4, 2022

A French philosopher named Blaise Pascal said, “I would have written a shorter letter, but I did not have the time.”

Great copywriting takes time. It is not easy, but your effort will pay off!

Easy to read text is also known as plain language. Writing in plain language helps many people, including people with learning disabilities, brain injuries and developmental disabilities. 

Plain language also benefits people whose first language is not English. Actually, most people prefer easy reading. Many newspapers write to a grade 7 reading level. This reading level is estimated to be understood by 80% of adults.

Writing in plain language makes good business sense!

Use easy to read copywriting to reach as many potential customers as possible. If you want a person to do something, you need to be as clear as possible with your message. We say, “Fire!” when there is a fire. We don’t say, “It appears there is a smell of smoke in the air, and a possibility of flames, so it might be a good idea if we exit the premises.”  

Clear messages can be hard to write. Here are some helpful tips:

Look for small words to tell your big ideas. Your goal is to sell, not impress people with your vocabulary.

Use short, clear sentences. Each sentence should have one point. If you have more information to add, use a new sentence.

Each paragraph should only have one idea. Don’t complicate your paragraphs with many ideas.

Use “You”
Talk directly to your target audience in the second person. 

Expressions can be confusing. Often there is a cultural context that not everyone understands. Try to avoid them.

Accessibrand would be happy to help if you need assistance in your writing. Give us a call. You will be glad you did!

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