Short words

Use a short word instead of a long word if the meaning of the shorter word is as precise as the longer one.

Familiar words

The reader wants information that he can grasp easily and quickly. Short words and familiar words have a big impact. Specific rather than abstract words Specific words pinpoint your meaning; abstract words have many connotations and are subject to each reader's interpretation.

Precise words

Be sure that each word conveys its precise meaning. Use your dictionary and thesaurus.

Strong verbs

Use the active voice wherever possible. Active verbs strengthen your sentences and convey their meaning in a direct and straightforward way. Passive verb forms weaken the message.

Few qualifying words and phrases

Check your adjectives, adverbs, and prepositional phrases. Are they needed? If not, strike them out. Be especially alert for long strings of prepositional phrases.

Short sentences

Keep sentences short on the average--not more than an average of 20 words. For promotional writing, sentences should average 15 to 17 words.

Varied sentence pattern

Balance long sentences with short ones. Monotony in sentence length puts the reader to sleep, whether the sentences are long or short.

Straightforward sentences

Take the most direct route between subject, verb, and object. Rambling sentences, filled with qualifying clauses, cause th reader to lose the trend of thought.

Simplicity

Avoid wordiness, jargon, pompous phrases, and generalities. When you find these barriers to communication in your copy, cut them out.