Dean Riek, 8 ways to be clear, simple, and easy to understand

Ripropongo gli 8 suggerimenti che Dean Rieck, su copyblogger.com, fornisce a tutti i blogger per rendere la nostra scrittura "clear, simple, and easy to understand". Grazie Dean!

1. Make clarity your #1 objective. You can’t communicate or persuade someone if that person doesn’t understand your point. Don’t write to show off or call attention to how smart or clever you are. Simplify your message. Make it easy to understand. Get to the point and say exactly what you mean to say. Good writing is like a clean pane of glass in a storefront—you don’t notice the glass, but you can clearly see what you want on the other side. Take a look at my headline and first paragraph on this article. No fluff. I get right to the point and you know what this article is about instantly.
2. Decide what you want to say before you say it. Don’t just hope something sensible will reveal itself as you write your copy. Plan and outline. Think about the point you want to make. Determine the tone or emotional feel. Know where you’re headed before you start. This helps you stay on point and avoid distracting ideas. It also helps you organize your copy so that it reads in a clear and logical way from beginning to end.
3. Organize your information visually. Don’t be one of those bloggers who thinks subheads, bold face, and bullets are just for search engine optimization. They’re really for visual organization. Take this article, for example. I’m using bullets because I have a list of separate tips about my main topic. If I had three big points to make, I might have used three subheads instead. Or if I were explaining a process, I would have probably used a numbered list. You can also use italics, blockquotes, and bold text for emphasis and organization.
4. Link information with familiar ideas. If there’s any chance for misunderstanding, use a simple analogy that relates to something your reader is already familiar and comfortable with. For example, if you’re try to explain how anti-virus software works, say it’s like a doctor that checks your computer for infections, and when it finds one, it quarantines the bug and makes your computer feel better. That’s accurate and easy to understand.
5. Inject emotional content. Ideas are easier to understand and remember when they are linked with emotional content or intense feelings. If you’re a blogger raising awareness to change the American tax system, don’t just explain economic theory and reel off dry statistics. Talk about how the IRS takes money from our wallets, how the government makes us work two hours every day to support a bloated government, or how frustrating it is to fill out all those confusing forms every April. People process emotional ideas more easily than intellectual ones. Make people feel so they don’t have to think so hard.
6. Avoid making counterproductive associations. Clever analogies, puns, and wordplay might make you look bright, but they will often sabotage clear communication. This goes for gratuitous graphics, effects, and images that are used because they are trendy or cool looking. I once saw an item with a photo of a clown handing papers to a guy sitting at a desk. The headline makes a pun about the boss being a clown. You have no idea the copy is really about office equipment until you read all the way through. It makes sense if you spend the time to figure it out, but most people won’t. Be clear, not clever.
7. Focus on one big idea. Don’t dump too many messages on your reader at once. Start with a simple idea. Then build and reinforce that one idea, adding information paragraph by paragraph, always linking back to that one big idea. In this article, my big idea is information overload. Each point I make refers to that one point. Even if one point isn’t as clear as I’d like it to be, the reader will never be lost or feel overwhelmed because I’m really only talking about one simple idea.
8. Present your main idea at the beginning and end of your copy. People tend to remember what comes first and what comes last. Things in the middle are usually forgotten. If you have a list of product benefits, for example, put the best up front, but have a few good ones for the end, too. In a blog post of any length, state your point early in the post and restate it at the end. Follow the rule for good public speaking: Tell ‘em what you’re going to say. Say it. Tell ‘em what you just said.