By Marianne Holtman

What is plain language?

It is simple, unpretentious language that communicates clearly so your reader can immediately understand what you mean.

Why is plain language now a worldwide trend?

Communicating clearly using plain language is increasingly recognised as the most professional, responsible and efficient way to share business or government information.

  • It inspires trust and confidence
  • It respects readers whose first language may not be English
  • It is considerate as it saves your audience’s time and prevents misunderstandings

1O STEPS TO SIMPLIFY AND STRENGTHEN YOUR COPY

FROM HUH? TO AHA!

  • THINK AND PLAN BEFORE YOU START WRITING
    • Figure out the main messages and essential info
    • Arrange your thoughts and move words, sentences and paragraphs around until your work flows in a clear, logical order
  • GET TO THE POINT QUICKLY
    • Place your main messages upfront
    • Include background information and context after the main points
  • KEEP YOUR AUDIENCE IN MIND
    • Know who your audience is and what they need or want to know
    • Don’t assume your audience will read to the end (or even the middle)
    • Use language, references and examples your audience will understand and relate to
  • KEEP SENTENCES SHORT
    • Aim to include only 1 or 2 ideas and fewer than 25 words per sentence
    • Make sure the verb is near the beginning of the sentence, where possible
    • Split long sentences that contain lots of extra details, phrases or clauses into two sentences. Put the details in the second sentence
  • MAKE PARAGRAPHS SHORT AND INVITING
    • Aim for 2 or 3 sentences per paragraph
    • Vary the length of your sentences to create a lively rhythm
    • Include very short sentences of 1 to 5 words to add punch
  • USE SIMPLE, CONVERSATIONAL WORDS
    • Avoid jargon and formal, stuffy language
    • Use a friendly, warm and human tone

    • Don’t try to impress or intimidate by showing off your vast vocabulary and long, complex sentence constructions

      Examples of short words that work better:

      • extra instead of additional
      • so instead of consequently
      • if instead of in the event of
      • before instead of prior to
      • now instead of at this point in time
      • try instead of endeavour
      • must instead of is incumbent on
      • until instead of until such time as
      • monthly instead of on a monthly basis
      • start instead of commence

    Unless it’s a legal doc, avoid these musty words: afore-mentioned, henceforth, hereafter, hereby, herewith, thereafter, thereof, therewith, wherein, whereof

  • USE MUSCULAR VERBS
    • Inject energy into your copy by avoiding ‘smothered’ noun-verbs (long nouns derived from short verbs)

    Example: Instead of ‘help with the maintenance and sustainability of the project’, say ‘help maintain and sustain the project’ Instead of ‘make an application for a loan’, say ‘apply for a loan’

    • Use the active voice instead of the passive voice (where appropriate)

    Example: Instead of ‘Your donation is appreciated by us’, say ‘We appreciate your donation’

  • KEEP IT CONCISE
    • Declutter your copy by avoiding repetition and deleting unnecessary words
  • CREATE SHORT, PUNCHY HEADLINES
    • Grab your audience’s attention with short, lively words in your headline
  • LET YOUR TEXT BREATHE
    • Plain language is not just about keeping your text simple. It’s also about presenting your text in a clear way
    • Insert space between paragraphs
    • Use sub headings
    • Make use of bullets and lists
    • Avoid using very wide columns