Write to the Point How to be Clear, Correct and Persuasive on the Page

1. Write with your reader in mind: Bait the hook with what they want

"When you go fishing you bait the hook, not with what you like, but with what the fish likes."

Know your audience. Understanding who you're writing for is the foundation of effective communication. Consider their knowledge level, interests, and expectations. This awareness should guide your choice of vocabulary, tone, and content.

Ethos is key. Establish a connection with your readers by demonstrating that you're "one of them" or at least understand their perspective. This bond, what Aristotle called ethos, is often more important than the logical structure of your argument (logos) or the emotions you evoke (pathos).

• Tailor your examples and references to your audience
• Use language and terminology they're familiar with
• Address their specific concerns and interests
• Show empathy and understanding for their position

2. Clarity trumps complexity: Embrace the plain style

"Plain English aims to be understood by the maximum number of readers in any given audience with the maximum ease."

Simplify without dumbing down. The goal of plain English is not to oversimplify but to communicate complex ideas clearly. This often requires more effort from the writer but greatly benefits the reader.

Concrete over abstract. Whenever possible, use specific, tangible examples rather than vague generalizations. This makes your writing more vivid and easier to understand.

• Use short sentences and paragraphs
• Choose familiar words over jargon
• Explain technical terms when necessary
• Use active voice more often than passive
• Provide clear examples and illustrations

3. Master the building blocks: From words to paragraphs

"There's nothing in his life became him like the leaving it."

Words are your raw material. Choose them carefully, considering their precise meanings and connotations. Be aware of how different parts of speech function and how they can be used effectively.

Sentences are the workhorses. Vary your sentence structure to maintain interest, but always prioritize clarity. Remember that the subject and verb are the spine of your sentence – keep them close together when possible.

• Nouns and verbs are the most powerful parts of speech
• Use adjectives and adverbs sparingly
• Vary sentence length for rhythm, but favor shorter sentences
• Each paragraph should focus on a single main idea
• Use transition words to connect ideas between sentences and paragraphs

4. Punctuation: The road signs of writing

"Punctuation marks are signposts through a sentence."

Guide your reader. Proper punctuation helps readers navigate your text, showing them where to pause, where ideas are connected, and where emphasis lies. It's not just about rules; it's about clarity and rhythm.

Master the basics. While there are many punctuation marks, focusing on the most common ones will significantly improve your writing. Pay special attention to commas, semicolons, and dashes.

• Use periods to end complete thoughts
• Commas indicate brief pauses and separate ideas
• Semicolons connect related independent clauses
• Colons introduce lists or explanations
• Dashes set off parenthetical information more emphatically than commas

5. Structure sentences for impact: Subject, verb, and cognitive load

"Keep subject and verb close together when possible."

Right-branching sentences. These sentences, which put the subject and verb up front, are generally easier to read. They reduce the cognitive load on the reader, allowing for smoother comprehension.

Working memory matters. Readers can only hold so much information in their minds at once. By structuring your sentences with this in mind, you make your writing more accessible and impactful.

• Place the main idea at the beginning of the sentence
• Avoid long interruptions between subject and verb
• Use subordinate clauses to provide additional information without cluttering the main idea
• Break complex ideas into multiple sentences if necessary
• Read your sentences aloud to check for clarity and flow

6. Revise and edit ruthlessly: Catch your own mistakes

"Everyone writes duff sentences or clumsy paragraphs. The main difference between a good writer and a bad one is that a good writer writes bad sentences less often."

First drafts are never perfect. Accept that your initial writing will have flaws, and embrace the revision process as a crucial part of writing well.

Be your own editor. Learn to look at your work critically, identifying areas for improvement in structure, clarity, and style. This skill develops with practice and can dramatically improve your writing.

• Take breaks between writing and editing to gain fresh perspective
• Read your work aloud to catch awkward phrasing and rhythm issues
• Look for repeated words or ideas that can be condensed
• Check for consistency in tone and style
• Be willing to cut unnecessary words, sentences, or even paragraphs

7. Tell stories and paint pictures: Bring your writing to life

"Conrad wrote: 'My task which I am trying to achieve is, by the power of the written word, to make you hear, to make you feel – it is, before all, to make you see.'"

Engage the senses. Vivid writing goes beyond just conveying information; it creates an experience for the reader. Use descriptive language that appeals to sight, sound, touch, taste, and smell.

Harness the power of narrative. Even in non-fiction writing, storytelling techniques can make your content more engaging and memorable. Use anecdotes, examples, and case studies to illustrate your points.

• Use metaphors and analogies to explain complex ideas
• Include specific details to make scenes come alive
• Create a sense of movement or progression in your writing
• Use dialogue (when appropriate) to add immediacy and realism
• Balance abstract ideas with concrete examples

8. Avoid common pitfalls: Navigate the minefield of contested usage

"If you can't think clearly you can't write clearly: it's that if you can't write clearly you won't even know if you're thinking clearly."

Be aware of contentious issues. Certain grammatical and stylistic choices can trigger strong reactions in some readers. While you don't always need to avoid these, it's important to be aware of them and make informed decisions.

Clarity over pedantry. In most cases, clear communication should take precedence over strict adherence to contested rules. However, in formal or academic writing, it's often safer to follow traditional guidelines.

• Splitting infinitives is generally acceptable but can be distracting to some readers
• Ending sentences with prepositions is fine in most contexts
• Be careful with who/whom distinctions in formal writing
• Use "that" and "which" appropriately in restrictive and non-restrictive clauses
• Avoid common misspellings and malapropisms (e.g., "their/there/they're")

9. Adapt your writing for different mediums: From letters to social media

"Email is a slippery form of communication. It runs the gamut from a digital version of ordinary letter-writing to something much more like a text message or an instant message, so getting a sense of the correct register requires a moment of thought."

Understand the conventions. Each medium has its own expectations and norms. What works in a formal letter may feel out of place in an email or tweet. Adapt your style accordingly.

Consider attention span. Online readers often skim content. Structure your writing to accommodate this, using headings, bullet points, and short paragraphs to make information easily digestible.

• In emails, keep subject lines clear and concise
• For social media, be aware of character limits and use hashtags appropriately
• In blog posts, use subheadings and visuals to break up text
• For formal letters, maintain traditional formatting and etiquette
• In all digital communication, remember that tone can be easily misinterpreted

10. Cultivate your unique voice while following the rules

"Grammar structures your sentences for basic meaning, figuration puts an extra persuasive twist on them."

Rules provide a foundation. Understanding and following the basic rules of grammar and style gives you a solid base from which to develop your unique voice.

Find your style. Your individual writing style is what sets you apart. It's a combination of your word choice, sentence structure, rhythm, and the unique perspective you bring to your subject matter.

• Read widely to expose yourself to different styles
• Experiment with different techniques and approaches
• Pay attention to how you naturally express yourself in speech
• Practice writing regularly to develop your voice
• Be willing to break rules intentionally for effect, but know why you're doing it

Last updated: April 23, 2025