It’s plain and clear

I’m working on Presentation Mastery. It’s a path in the International Toastmasters Pathway’s Program. My objective is to deliver a persuasive speech. Persuasive speeches can be used to inspire, convince or as a Call to Action.

My first thought was, what am I passionate about that I can persuade an audience? Then I realized, it’s communication!

I’ll be speaking to members of my Club, a group of professionals who are committed to improving their communication skills. So a speech persuading them to practice plain or clear language should fit the bill.

Plain or clear language is communication that’s written or presented in a simply and easy way so that your audience understands what you’re saying, they know where to find the information they need and they know how to act on it.

It’s not about dumbing things down or about using simple words at the expense of accurate ones.

Good reasons to be clear

There are many reasons to write in plain language. Here are a few.

• Readers respond better emotionally and are more likely to take required action.
• Customer complaints will decrease and satisfaction will increase.
• When forms and documents are clear and easy to use, people make fewer errors when they fill them out.
• People understand what they’re signing up for!
• Customers understand your products and services better. They’ll be more likely to get the right products for their needs and have fewer questions.
• It builds trust. When people understand what you’re saying to them, and feel you’re not hiding information, they trust you more.

Writing is easy

Writing clear and simple isn’t difficult. Here are a few tips to get you started.

• Start by using common, every day words. For example, you might say “hurt” instead of “adversely impacted.”
• Avoid technical terms unless necessary. Different audiences will understand different terms, so it’s important to recognize who you’re writing for. However, no matter what the education level or experience, no one enjoys difficult to understand content.
• Avoid acronyms and abbreviations. These may be quicker to write but they’re not always understood. Spell these out and if you need to, explain them. On this note, there are some acronyms that are more commonly know than the full name. NASA for example. NASA stands for National Aeronautics and Space Administration. Did you know that? In this case, it’s better to use the acronym.
• Use active voice. These sentences identify the subject doing the action, making the writing more direct and engaging. Here’s an example:
  • A delicious meal was prepared by the chief.
  • Instead say, The chief prepared a delicious meal.
• Write shorter sentences by eliminating unnecessary words. For example, I would like to take this opportunity to apologize for the delay in replying to your request. Instead write, I apologize for the delay in replying to your request.

Think visually

Another important aspect of plain language is the appearance of the copy. Add purposeful graphics or headings and subheadings. Write in chunks for the scrollers and copy scanners and don’t forget to leave white space. It makes reading easier.

Next time you’re ready to hit “send,” ask yourself, “Is your communication as clear as it could be?

Have I persuaded you to write plain and clear?