Plain Language: It’s the Law. Really.

 
If you write for the U.S. Government you must improve your ability to communicate with the public you serve ... if not, you're breaking the law. 

Public Law 111-274, Plain Writing Act of 2010 “promotes the use of clear, concise, and well organized language in documents to effectively communicate with intended audiences.”

All branches of the government are required to comply with this law and some, in communicating the need for compliance to their staff/management, have developed training that can be useful for marketing writers.  

For example, the Air Force offers advice for communications basics:

Plain Language Concepts 

Be Clear 

• Use plain language whenever possible; avoid jargon 
• Avoid overuse of acronyms; when used, make certain acronyms are established [written out] upon first use 
• Use the active voice 
• Format documents so that they are easy to read and understand 
• Use tables and figures if that’s the best way to show information 

Be Concise 

• Remove unnecessary words 
• Focus sentences on a single thought or action; strive to write sentences with no more than 20 words
• Focus paragraphs on a single main point; strive to write paragraphs with no more than seven sentences 

Be Specific 

• Include only information that the reader must know 
• Use words with precise meaning 
• Include details that are directly relevant to the main point 

The Air Force suggests supporting these concepts with FOCUS Principles:

• Focused: Address the issue, the whole issue, and nothing but the issue. 
• Organized: Systematically present your information and ideas. 
• Clear: Communicate with clarity and make each word count. 
• Understanding: Understand your audience and its expectations. 
• Supported: Use logic and support to make your point.

Relax, if you're not writing for the U.S. Government, you're not running afoul of federal law if you don't use clear, concise, and well organized language. And, if you are writing for the government, I'm guessing you're not going to do prison time over a wordy preamble in a blog post.

All that aside, the fact that this law was written and passed is another example that using clear, concise, and well organized language is important.

And as marketing writers being judged by response, we know this makes our writing better and more effective.

So when you're writing and editing, it's in your best interests not to break the law.

 

_______

Source: The Tongue and Quill, 5/27/2015 

Stare Out a Window

"Sometimes letting your mind wander is a freeing experience
that unshackles the concepts that were just out of your reach."

Mrs. Donnelly didn't understand this concept when I was 12 and staring out the window during her math class.
 
She made me write, "I will pay attention in class" one hundred times.
 
She had no idea that I was paying attention. Sort of. Processing might be a more accurate description
 
She didn't understand that my mind worked in a different way than she thought was the right way. For her, the only acceptable way.
 
Her punishment failed. She didn't teach me to stop staring out the window.
 
She did teach me a lesson in not respecting people with power until they earned my respect. Which she never did.
 
Back to the quote above.
 
When you're wrestling with piece of copy or content and you just can't get the dots to connect, take a walk, play with your pet, have a snack, read a chapter in a book, watch a video, call a friend, take a drive, listen to some music ...
 
Stare out a window.
 
A relaxed mind can help you take the next step.
 
Or the next leap.
 
Don't worry. Mrs. Donnelly is not there to try to punish you into submission.

____________________

A note to Mrs. Donnelly, who, based on her advanced age when I was 12, has most likely shuffled off her mortal coil: I understand you were a product of your times and teaching all kids differently according to their needs is a tough assignment. Although some of your fellow teachers tried. I hope you would agree with me that maybe technological advances and expanded understanding of how kids learn will help us get there sooner rather than later. And that this would be a good thing. Not an easy thing, but well worth the effort.

The Economist

In 1984, when the small British newspaper, The Economist, convinced David Abbott to design their ads. He came up with a campaign featuring white letters on a plain red background. Each ad featured simple, clever copy that captured the essence of the product’s promise that reading The Economist will make you smarter, better informed, and more successful.

The first one:

"I never read The Economist." Management trainee. Aged 42.

 

Some of Abbott's other lines included.

It’s lonely at the top, but at least there’s something to read.

Money talks, but sometimes it needs an interpreter.

Want to go far? Sometimes a newsagent can be more helpful than a travel agent.

In real life, the tortoise loses.

 

Here are a few more from this successful (and long running) campaign to get you excited about searching for more of these gems:

If at  first you don't succeed, you're not a subscriber.

Would you like to sit next to you at dinner?

Where guesses become educated.

Enocomsit rdeeras avhe lradaye wrkode ti uot.

Don't make the same mistake once.

Pressure Peers.

Not all mind expanding substances are illegal.

Carpe annum.

Great minds like a think.

Enjoy your own company. 

 

What's it Gonna Be: Ballet or Face-Knife?

Every business has their own voice: style, tone, vocabulary, rhythm, sense of humor, etc. As a copy or content writer, one of your primary jobs is to consistently maintain that voice in all written materials.

One of my favorite ways to slam home the point that all businesses have their own voice comes from The CryptoNaturalist podcast:

Hummingbird: I shall sip nectar from this flower in a silent ballet.

Woodpecker: I'mma stab the bugs outa this tree with my face-knife!