Get your writing into its best shape ever

Is your writing all it could be? Every skill needs a little shaping up now and then, and that goes for writing style as well. Put your writing through our boot camp for good style and see serious results.

Talking to rabbits
American author John Irving once wrote: "I think of the reader as far more intelligent than I am, but a child. Keep this child interested and he'll lap it up...but if you don't succeed in getting his attention at the beginning, he'll never come back to you. This is your reader…a genius with the attention span of a rabbit."

So how do you grab and hold that rabbit's interest in your product or service? Good writing style starts with these six essential elements:

• Clarity – make it easy for your reader
• Simplicity – only write what you need to
• Economy – save your reader time and effort
• Variety – mix things up (while keeping a consistent voice)
• Vigor – infuse your writing with enthusiasm and personality
• Suitability – keep things relevant to the message and the reader

Can your writing pass the clarity test?
We're starting our series of six articles with the first element of good writing style, clarity, which means clearness. The dictionary defines clear as "plain or evident to the mind; easily perceptible; free from doubt or confusion." In other words, your reader should be able to understand what you're writing about without too much effort.

Clarity of writing usually follows clarity of thought. It's important that you know what you want to express (What, When, Who, Where, How, Why), and that you prepare how you are going to present it. Organize your thoughts into a logical order, stick to one main point at a time (one main idea per paragraph) and use a consistent voice. This will ensure a clear message and make things much easier on your reader.

Where do the words go?
Each sentence you write needs to be organized, too. We use grammar to decide how words should be put together, and we use punctuation to make reading easier. Since poor grammar and punctuation can lead to ambiguity, their proper use is vital for clear expression. For example, compare these two sentences:

Thomas waved wildly at Hannah, laughing out loud.
Thomas waved wildly at Hannah laughing out loud.

Who's laughing? A simple comma completely changes the sentence. There are no shortcuts and no excuses for incorrect grammar or punctuation.

Sobriety check
Just when you think you've mastered presentation and grammar, it's time to step away from your text for at least a few hours. When you read it again, ask yourself these key questions: Does each sentence and paragraph support my main point? Is each of these words really necessary? Will this make sense to someone who doesn't know the subject matter as well as I do?

Be tough on yourself
Coupled with the rules above, here's a checklist that will keep you on course during the writing and rewriting process:

1. Never use a figure of speech, especially a cliché, when straightforward words will do.
2. Replace long words with short ones.
3. If it is possible to cut out a word, always cut it out.
4. Use positive rather than negative words.
5. Use the active instead of the passive voice.
6. When appropriate, address the reader directly.
7. Make your text 'scannable' by using subheadings, lists and highlighting.
8. Always avoid slang and jargon.

More muscle in the months ahead
Improving the clarity of your writing is the first step in mastering (or remastering) the basics of good style. Get tips for the other five elements in upcoming WordSpin articles.