Spotted Wombat

Are we talking down to people? Are we dumbing down society?

Our readers

As journalists, one of the first things we learn is to write for a 12-year-old audience. But is this always appropriate? I think we need to look at our audience first. If we need to write for a society where a large percentage of people do not have English as their native tongue, then we need to ensure that our writing is clear and concise. 

If we are to write a white paper aimed at Chief Executives - then our language obviously needs to adapt to a different level. I'm not suggesting that we fill our writing with technical jargon that we think, as writers, make us look clever. No. What I am suggesting is we still write in plain English, allowing our writing to reflect our readers.

Plain English

In 1978, President Carter signed an order requiring regulations be written in plain English. In 1998, President Clinton sent out a memo calling for "plain language in Government Writing."

Research shows that documents written in plain English improve readers' understanding. A US study showed a 91% increase in the comprehension of medical consent forms - after the documents had been rewritten in plain English. 

Plain English will always be the best method of clear copy. Creative snippets within the copy, where appropriate, will make the copy dazzle BUT the message needs to remain clear.

Ref: Cutts, M. 2004. Oxford Guide to Plain English.

Thought for today:

Spotted Wombat is a comprehensive copywriting and content marketing service in Brisbane, Australia. We write for brochures, newsletters, websites, articles, white papers, press or media releases, blogs and anything else that you may need a writer for.