Keepin' it simple

Getting your writing into great shape means mastering these six essential elements: clarity, simplicity, economy, variety, vigor and suitability. This month, we're focusing on simplicity, meaning "absence of showiness, affectation or pretense". In other words, write only what you need to.

This may sound easy, but in order to master simplicity, you'll have to trim the fat, find your voice and choose an English. Read on to find out more about trimming the fat. Over the next few months, we'll help you find a voice and choose an English.

Trim the fat
Don't make a simple message complicated. Do make a complex message simple. The first step is cutting out anything unnecessary from your text. Here's how:

• Use precise, international language. Give your readers only the information they need. You may have more to say about your product or service, but ask yourself if your readers really need to know it all. Find your key messages and present them in a straightforward way. Keep your language "international" and avoid words and phrases that are likely to be unfamiliar to non-native English speakers.

• Write concisely. Use as few words as possible to say what you mean. Cut out unnecessary adverbs and adjectives, and avoid repetition. If you write a concise and powerful message the first time, you won't need to repeat it to get your point across.

• Get to the point quickly. An easy way to do this is to write the way you speak. This will help cut out much of the filler language we use in writing, but never in speech. (Just be sure to follow the rules for good writing – no slang or jargon).

• Write short, simple sentences. Avoid too many clauses starting with which or that. A good rule of thumb: If your sentence is more than 20 words, look at it again. Can it be broken up? Think of your text as a user manual – take your reader through it step by step.

• Keep it credible. Avoid exaggeration, vague claims and marketing hype – a lot of sales-y language is actually hard to read: "greatest thing since...", "state-of-the-art...", "industry leader...". Write with an objective style and back up your claims with evidence.

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Further fitness in your future?
Mastering the art of simplicity is key to the basics of good style, but it's not the entire solution. Find out about the next four essential elements of good style in upcoming WordSpin articles.

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WordNerds

Do you know the K.I.S.S. approach to life?
Many English-speaking school children learn it in school: Keep It Simple Stupid.

When it comes to communication that gets attention, makes sense and leaves a lasting mark, simplicity is key.