How we talk
Plain English
Consider your reader
Before you start writing, think about what your reader really wants to know. Always
start your piece of writing with the strongest, most important point – from
the reader’s point of view.
Always keep the readers point of view in mind. This means, for example, that when
you are describing Macmillan’s services you should say how we make a difference
to people affected by cancer rather than our aims as an organisation.
Correct
When you’re affected by cancer, having clear and up-to-date information is
essential. We recognise that different people want different levels of information
and they want it delivered in ways that suit them.
Incorrect
Macmillan Cancer Relief wants to supply information to people with cancer.
The reader should be able to understand what you mean after reading your sentence
just once.
Avoid jargon
Don’t assume that our readers understand the words and phrases we use internally.
Explain them in clear and simple language.
Active not passive
Active: The copywriter wrote the guidelines
Passive: The guidelines were written by the copywriter.
Active sentences are shorter and easier to understand.
Use ‘you’
Try to call the reader ‘you’, even if the reader is only one of many
people you are talking about:
| Correct | Incorrect |
|---|
| You can get involved by | Supporters can get involved by... |
| You can get help and support from | Help and support is available from |
Vary length of sentences
Always avoid sentences longer than 25 words.
Vary the way sentences start
Don’t have a series of sentences all starting in the same way. When you vary
the length of sentences, and the words/phrase they begin with, readers will find
it more interesting to read.
Clichés and ‘vague words’
Avoid overused words, clichés and ‘vague words’ where the meaning
is not clear.
Very, really, quite – These words are often used in an attempt
to reinforce or play down another word of phrase. But they’re unclear and
are unlikely to add anything to your copy.
Often, frequently – Again, these words are unclear and don’t
provide any specific information. How often is ‘frequently’? Different
people have different interpretations of these words. Try removing them from your
copy, or replacing them with more specific words or phrases
Avoid using confusing double negatives such as ‘not unlikely’, ‘not
impossible’. Be direct and precise: Is it likely or not? Is it possible or
not?
Alternative words
The shorter or simpler word or phrase is usually the more effective:
| Don’t use: | Use: |
|---|
| utilise | use |
| in order to | to |
| ascertain | find out |
| give consideration to | consider |
| prior to | before |
| commence | start |