Words in plain English that stir your reader to action
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A meaningful strategic dialogue has been established. | We are talking to each other.
An illustration of the method is provided. | Here's how to do it.
Can you see what’s happening here? I’m making words disappear. But I haven’t made the meaning disappear. I've done this to show that you can write less and mean more. Some people call this plain English, plain language or clarity.
I call the clear words ‘LEAN’ – it stands for Light · Exciting · Active · Natural
Lean words are easy to read. They look fresh and uncrowded on the page and there is more room for key content. Lean words are easy to write, too. You'll find you can organise your ideas better and stay in touch with your main topic.
Lean words excite your reader. Give clear, positive messages and you will inspire your readers to do what you want them to do - pick up the phone, download your brochure, buy your stuff. They understand what's in it for them.
When you write lean words, you put your readers in the driving seat and let them take control. They don't stumble over difficult abstract ideas. They understand your message and take it in at their own pace.
Lean words write themselves. You don't have to stare at a blank screen, wondering what to write. You start with your readers' questions and answer them as if you were in the same room. As you go, you'll find the keywords that help them find you in Google.
Do you want to print documents in plain English? Or make your website content clear? Call me on 07773 325603 or email.