Tag Archive for Audience-centred writing

Writing for the Web: Clarity 1/7

Clarity

Futurama - Stuff n' Junk (or whatever)Using concrete specific words won’t necessarily make your writing shorter, but it will make it more interesting to read. Consider the following:

“A number of factors must be addressed to ensure this effort meets its objectives within the proposed time frame.”

Avoid:

  • Several – how many?
  • Numerous – What number?
  • Various – Which?
  • Very – use your imagination!

And of course:

  • Stuff
  • Junk
  • Whatever!

Rule: Use Concrete Specific Words

Audience-Centred Writing

Here’s a great vlog by Jim Everett on how effectively Starbucks employs audience-centred writing. Jim’s writing and speaking exemplify the best of web usability in itself.