Don’t let big words bog down your communications

If you’re a fan of clear communication, the sign in this photo is going to bug you.

Look at those four words at the bottom: Wash produce before consumption.

Produce. Consumption. Really?

The sign-writer should’ve written the way people talk: Wash fruit before eating.

Now, it’s not a big deal when big words end up on store signs. But when they’re consistently used by organizations in their external and internal communications, they can confuse and frustrate and fail to get the intended point across.

Consider this paragraph from a government brochure on winter safety tips:

Timely preparation, including structural and non-structural mitigation measures to avoid the impacts of severe winter weather, can avert heavy personal, business and government expenditures. Experts agree that the following measures can be effective in dealing with the challenges of severe winter weather.

Fortunately, the agency rewrote this paragraph and the rest of the brochure. The new paragraph is concise and clear:

Severe winter weather can be extremely dangerous. Consider these safety tips to protect your property and yourself.

Want to bring new clarity to your own communications?

Here are tips we can all put to work, whether we’re writing a  memo or revising a form or producing something bigger like an instruction guide or brochure:

• Before you write anything, get clear on the point you want to communicate.

• Use shorter words, sentences, and paragraphs. Click here for a massive list of recommendations.

• Write like you speak. Avoid jargon, legalese, and acronyms.

• With longer writing, use headings and lists. Organize the information so it’s easy to follow – by putting the most important info at the top, or by providing a sequenced list.

• Use active voice. No: When your application is received, you will be contacted by a customer service rep. Yes: A customer service rep will contact you when your application is received.

• Put your writing through this readability calculator. You’ll learn all sorts of things, including the grade level that’s needed for a reader to understand what you’re trying to say.

By Tom Terez • Contact