“Good prose is like a windowpane.” Of all the quotes I’ve found about clarity in writing, this
one by George Orwell is the pithiest, and my favourite. His Politics and the English
Language, more of an essay than a book, is well worth adding to your pile if you come across
it at the bookshop counter.
Writing in 1946, Orwell was already concerned about the state of language, and, as he was
prone to do, worrying about how a lack of precision could be used to hide, manipulate or say
nothing at all.
A lot has changed since the mid century – I wonder if Orwell could’ve imagined a world
where most written communication took place across vast distances, in a ‘web’ of 1.2 billion
‘sites’, all vying for readers and attention. But amid such fierce competition, it’s all the more
important for companies to produce written content that offers clients a true and transparent
window into their world.
Here are a few reasons why:
1. It builds trust/protects reputation
If writing is easy to understand and verify, more readers are more likely to trust the message
and the company behind it. Jargon, acronyms and information with unclear sources can, at
best, frustrate potential customers and, at worst, make them skeptical of the brand.
If you’ve taken the time to make your writing clear and concise, fantastic – but still remember to
proofread before you publish, as spelling errors and inconsistencies can also look rushed and
unprofessional.
2. It reduces misunderstanding
Clear content is written in plain English, is backed up by good sources where necessary, and
provides enough context for the reader to understand exactly what’s being conveyed.
If you give instructions that are concise and direct, or your webpage or report is intuitive and easy to follow, your message will reach the right people and meet their needs effortlessly.
3. It saves time and money
Why use 800 words, when you can use 80? Why churn out hundreds of webpages if they
don’t convey your core messages?
Producing plain and clear content that gets to the heart of what you do won’t just save your company time and money – it’ll also show your busy clients and customers that you value and respect their time.
4. It improves engagement
A presentation invites questions from the audience; a coding system requires both the sender and receiver to understand the code.
When you’re writing for a remote readership, you’re one step removed, but it’s still a two-way street: you can use clear and concise language to provide answers to their questions and show you’ve listened and thought about their concerns.
This should reduce the number of queries you receive, but may also open new conversations and improve engagement.
5. It’s inclusive
In our global economy, it’s important that the language you use can be understood by as many people as possible.
This might include people with physical or learning disabilities, or those who don’t have English as their first language.
Clear and widely understood content can open your company to a wider range of clients, and if, as you expand, you decide to have your text translated into other languages, straightforward copy can help with this, too.
Need help crafting a clear and concise message for your staff or clients?
At Accuracy Matters, our team of communications experts are on hand to write, edit or proofread your content and ensure you get straight to the point.
Contact us at team@accuracymatters.co.uk
