Leave the complex writing to Dickens...
Good writing is clear, concise and simple. Good writing is not about how many fancy, long words you can ram in a 70-word sentence. It's not about feeling smug that your reader will need a dictionary to fathom your meaning. It's definitely not about confusing, boring or exhausting the reader, or trying to appear clever.
When I write, I try to keep it simple. I know that my readers will be more impressed by copy that's accessible and easy to understand than pompous writing. Just because I know a longer, weightier word for something, doesn't mean I have to use it. I trust that people know my worth as a writer and my intelligence without shoving a regurgitated dictionary down their throats.
Sometimes, it's appropriate to use formal language, for example my terms and conditions are worded formally. But formal writing can still be simple and clear, something which too many people forget.
I was once approached by a student who wanted me to rewrite his theses to make it 'more wordy'. His well-written plain English work was losing him marks from his university tutor because it wasn't 'complex enough'. I was rather glad I couldn't take on the project (it would constitute plagiarism) as to deliberately complicate text seems ridiculous to me.
If you want to win a literary award for a beautifully-written but fairly incomprehensible novel, pick up that dictionary. If you want copy that sells or informs, don't be afraid to keep it simple.
When I write, I try to keep it simple. I know that my readers will be more impressed by copy that's accessible and easy to understand than pompous writing. Just because I know a longer, weightier word for something, doesn't mean I have to use it. I trust that people know my worth as a writer and my intelligence without shoving a regurgitated dictionary down their throats.
Sometimes, it's appropriate to use formal language, for example my terms and conditions are worded formally. But formal writing can still be simple and clear, something which too many people forget.
I was once approached by a student who wanted me to rewrite his theses to make it 'more wordy'. His well-written plain English work was losing him marks from his university tutor because it wasn't 'complex enough'. I was rather glad I couldn't take on the project (it would constitute plagiarism) as to deliberately complicate text seems ridiculous to me.
If you want to win a literary award for a beautifully-written but fairly incomprehensible novel, pick up that dictionary. If you want copy that sells or informs, don't be afraid to keep it simple.
Labels: copywriting, tips, writing
posted by Charlie at
10:11
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