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Keep it simpleMake sure it's correctBe understoodAllow for creativity


There are plenty of tips and hints that can help you communicate more clearly, however I believe that there is one overarching principle behind writing for a broad audience: 


anyone who reads what you have written should be able to understand what you mean.

Keep it simple

Make sure that it's correct

Check that it's clear

Allow for creativity

Simple: Anyone who reads what you have written should understand what you mean.


Correct: The English language is constantly evolving – and not only because popular culture
               has a way of introducing new words to the lexicon - but that's no excuse for laziness.


Clear: If taking a little licence is likely to lead to clearer comprehension by the reader, go for it.


Interesting: While clear, succinct and focused copy will always be king, sometimes it doesn’t hurt
                     to involve the court jester in your writing to better engage the reader.

"Don't use words too big for the subject. Don't say infinitely when you mean very; otherwise you'll have no word left when you want to talk about something really infinite."

C.S. Lewis

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