$10 words may cost you the audience
I am a passionate ambassador for the use of plain language. It is a beautiful thing to connect with the people reading or hearing your words by using clear and concise sentences devoid of superfluous words. Some say plain language just, “dumbs things down”. It does not. Rather, it puts the audience first.
Earlier this week, I was driving and listening to BBC News as a reporter with decades of experience covering the Middle East provided useful context about the current situation. I was following along with ease until he uttered the word ‘sclerotic’.
The word stopped me in my mental tracks. Sclerotic? As in sclerosis? Such as multiple sclerosis or MS? My mind started to think about the symptoms of MS. How, I asked myself, does the hardening of organs relate to what the journalist was saying? By the time I finished my mental detour, I had entirely lost track of the discussion. I feel safe saying that sclerotic, which means slow to change, is a good example of a $10 word. Certainly, it cost that BBC show at least one member of their audience.
I learned how to write in plain language as a CBC Radio reporter. My first training session about writing for a radio audience included this advice, “Unlike writing for TV or print, you have no video of photos to help the audience follow along. Your sentences must be active, short and only include one idea at a time.” We were also frequently reminded that listeners only had one opportunity to hear our reports before they disappeared into the ether.
Writing for your audience isn’t just about the words you use. You need to understand who you are writing for and how best to deliver the content. If it is a speech, it is best to write in a conversational style and follow some of those rules I mentioned above. If it’s a document, would it help the reader if you highlighted key facts and messages in bold font? A few key rules apply to every audience.
Keep the news or most important information near the top.
Use the active voice. (I bought the car. vs. The car was purchased by me.)
Keep a cohesive tone.
When I left journalism, I was surprised to learn that one of my most sought-after skills was plain language writing. It helped make annual reports, technical documents and websites more accessible to stakeholders and members of the public.
In June 2023 and to my delight, the International Organization for Standardization (ISO) issued guidelines for plain language use. I was almost as excited about this news as I was when I learned that there is an international plain language day! I welcomed this news because just about anything with an ISO number lends immediate credibility with the most technical organizations and industries. After all, they struggle more than most to make their work and activities understood. In addition to the tips and advice, the guide makes it clear from several perspectives, why it pays to communicate with clarity:
Plain language ensures readers can find what they need, understand it and use it. (…) Finally, the process of translating is more efficient for plain language documents than for documents that are difficult to understand.
- ISO 24495-1:2023, Plain language, Part 1: Governing principles and guidelines
Truly, it doesn’t matter who you are and what you do. Using plain language will make your ideas, research, speeches, annual reports and briefing memos more accessible to your audience. Canada’s Supreme Court does it with its one-page plain language summaries of every judgment. As for your own impressive vocabulary, please don’t despair! You’ll still get to use it with your friends, families and colleagues, especially when it’s time to extirpate destroy your Scrabble opponents.
