02 May Plain English – Don’t Fall Prey to The Clarity Cult

Plain English is a beautiful thing … or is it?

Written by Jessica Stewart and Daniela Cavalletti

Plain English has shown up bureaucratese, jargon and management-speak as the hurdles to communication; something long-suffering readers have always known. Over time, convoluted language became a norm in business writing – but we were in just too deep to change it. We thought it was how you had to present anything ‘official’.

And then came Plain English, to show us a different way. A collective sigh was heaved.

In Praise of Plain English?

Now that that is out of the way, let me reveal that this post is to (sort of) heckle Plain English, not to praise it.

Because Plain English’s purpose was never to replace every instance of the passive voice, nor to pare back a description which adds colour and interest to your writing. Using Plain English: it can feel like a cult. Once you’ve been inducted, you can’t help seeing improvements; everywhere. So stop. Right now.

Why Simpler Is Not Always Better

If you find that you are spending too long searching for a simpler way to express something, it has become counter-productive. You don’t need to correct every instance, or peer over a colleague’s shoulders pointing out improvements (yes, we’ve done that and it’s not conducive to office harmony).

The key to using Plain English effectively is to see it as only one of the tools in your writing kit. It is not a catch-all for every communication, nor the style you will want to present to every audience. And more importantly, if you feel that your writing has become colourless or formulaic, you might need to think about finding your own voice again.

Keepers: Two Rules of Plain English

Without taking Plain English on hook, line and sinker, two foundations to purposeful writing (vs. creative writing) that derive from it will guide you to better writing:

1. It’s all about the reader
2. The delete key is your friend

#1. Know Thy Reader – Who Is Your Audience?

Taking the first, it comes down to knowing your reader and your purpose: who are you writing for, and why? This is the key to sound communication and, once established, it will frame your piece. If your reader knows you already, your writing voice should reflect you and your personality with a familiar style and tone.

And if you don’t know your readers, what impression do you want to leave?

Put yourself in their position and ask yourself: what would make you read on? Give your complex ideas space, give your reader the chance to reflect. We have limited concentration spans. Having to take in one-hundred-word sentences with multiple clauses and ideas is a big ask, and self-defeating. With and marketing, technical, operational, or business writing, your reader focuses their energy on and wants to understand the topic.

Mix in some short sentences, connect your ideas. Let your readers form meaning and emotions from your words. Let them see what lies ahead.

It’s not ‘talking down’ to them. And it doesn’t diminish your expertise. It’s simply being helpful and supportive.

#2. You’re Fired! What to Get Rid Of

And secondly, our writing could do all these things so much better … if only we would let it! Our Plain English for Dummies book would be every short; it would read: ‘Delete’.

When you have written something, put it away for as long as you can spare, then bring it out and delete heartily. Take out all the jargon, the repetition of word and ideas – those instances where you’ve said the same thing twice (or three times) slightly differently. Check to see what value and clarity each version adds.

You will be able to see instantly whether you need to bolster your argument, or if all that bluster was simply hot air. Your message will be clearer and still true to your mission.

Hmmm … So, What’s Left?

Once you’ve taken these steps, you can harness the breadth and beauty of language to convey a tone, a mood, imply a situation, suggest an alternative. Us wordsmiths, we love right-clicking a word we’ve used to check the synonyms menu. Fast, and so easy. Don’t be afraid of using the depth and versatility of the English (or any other) language.

It’s so easy to lose sight of the point of writing during the process. Especially in the digital age where we might never lay eyes on our reader.

Greetings, Human!

But remember that it’s a fellow human being at the other end, not a machine (yet!). And if your bits of colour and movement, and your unique voice, make someone smile – communication wins.

Occasionally, be brave. Turn your back on the cult and say bye-bye, ciao, auf Wiedersehen to poor-old Plain English.

Your readers will thank you for it.