Why and How to Write in Plain English

Defining Plain English

Noun: clear and unambiguous language, without the use of technical or difficult terms.

For all B2B and B2C content, simplicity is key.

But what about academic writing? Well, academia is different – and to be honest, it’s rather pompous! If you want to learn how NOT to create content in Plain English, just listen to

politicians or read an email from your accountant. Some industries make things seem more complicated than necessary.

Most Content Alienates About 99% of the World

Why?

• 17% of the world speaks English, and English literacy is likely to be less.
• 58.8% of websites are solely in English.
• Content is usually written with industry or occupation-specific jargon or in an extravagant academic/political language.
• Most writers write through the lens of the West for people who live a similar experience.

When your content is translated into relevant local languages, it may alienate readers with its different cultural nuances. This is why working with native speakers on multilingual content projects with global audiences matters, every language has its own unique characteristics.

How to Create Content in Plain English

Write for your reader, not for yourself. Put yourself in your reader’s shoes and ask: is this easy to understand? Even with B2B and specific industry content, eliminate jargon and acronyms. Spell things out that may seem obvious to you. Not everyone knows buzzwords. If you must use jargon, provide explanations, such as through a glossary.

Focus on the Essentials Think of all your content as an elevator pitch. Get straight to the point with what you’re offering. Review your content a few days after writing it, and remove extra words and sentences. If you can use three words instead of ten, do it!

Simplicity is especially important when presenting data or converting prospects. Don’t overwhelm readers with too much information. People like options, but limit them to a maximum of three. Share information so it’s not all dense text. Content can include videos, quizzes, illustrations, and infographics.

Write in Active Voice Speak to your reader using “you” and “we,” so the subject performs the action. It’s much clearer and more straightforward to read. This grabs attention and keeps readers interested and focused. Avoid third person, never use “one can do this.”

Personalize your content with your direct audience’s name, particularly when crafting your customer content journey.

Don’t Go Off Topic Unless you really and truly consciously intend to (and if that’s the case, take a long look at yourself).

Not sticking to the topic will lose people. It’s incredibly irritating. Have you ever looked up an online recipe, but before reaching the ingredients list and method, you wade through lines of text about the recipe creator’s life story? It’s annoying. Give people what they’re looking for.