This is a touchy subject. Some people think you’re dumbing down if you use simple language and short sentences. Not me. Think about it. Do you want your customers to completely understand your new service or products? Of course you do. So use simple language appropriate for your audience.
We’ve all read material then scratched our head because we don’t know what the author is trying to say. I tend to shut down when faced with gobbledygook! I turn off and I choose another supplier. I do the same when faced with too much information e.g. a 100 slide powerpoint presentation. But companies make this same mistake again and again. And in the process you could be turning thousands of customers away.
About five years ago, one of my ex-colleagues introduced me to the Plain English Campaign http://www.plainenglish.co.uk/. It changed my life, seriously. And I’m not the only one who thinks they’re great. Their members include Abbey National, Bupa, BT, British Heart Foundation, Co-op, Glasgow University, HBOS, the Home Office, JP Morgan, London Underground, NHS and O2 (UK) to name but a few. These great brands can’t be wrong.
Plain English tips include:
- Keep sentences short
- Use “you” and “we”
- Keep language active
- Choose words appropriate for the reader
- Remain positive
- Use lists
The Plain English Campaigners are based in the UK but their principles can be used all round the world. The site has some fantastic free downloads including an A to Z of alternative words which includes replacing “acquire” with “get” and “purchase” with “buy”. The site also has free guides on how to write in plain English, how to edit materials and how to make the most of your brochures and leaflets.
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