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Making Your Marketing Easy to Read - Adult B2B Marketing Tip
Increasing Readability: Language
The first suggestion when it comes to simplifying your writing is to use SHORT SENTENCES. Avoid the tendency to go on and on and on in a sentence. It makes it difficult for the reader to keep up with you. Instead of putting two ideas into one long sentence, try using two short sentences. You'll find it breaks it up and makes it easier to read. If you want some help with this, go pick up a copy of USA Today. It's a well-known fact that USA Today is written on a low reading level, which is good. That increases the overall readability. Go read any article out of that paper and you'll quickly see what I mean about using short sentences. The second suggestion is just flat-out use SIMPLER LANGUAGE. Here are a few rules of thumb that I employ. Use familiar words instead of words that are far-fetched. Use a concrete word instead of an abstract one. Choose short words instead of long words. I think the best way to illustrate this is with a list of complicated words and their more simplified equivalents: Instead of: Encourage Use: Urge Instead of: Continue Use: Keep up Instead of: Supplement Use: Add to Instead of: Acquire Use: Get or gain Instead of: Along the Lines of Use: Like Instead of: As to Use: About Instead of: For the reason that Use: Since Instead of: In order to Use: To Instead of: In the event of Use: If Instead of: In accordance with Use: By or under Instead of: Prior to Use: Before Instead of: With regard to Use: About Instead of: Accordingly Use: So Instead of: Likewise Use: And, also Instead of: Nevertheless Use: But, however See how that will lighten up your writing and make it more conversational? More on the subject on tomorrow. For more information SUBSCRIBE to our new weekly marketing newsletter. |
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