How to Write Clearly (and Why It Matters for Your Business)
From corporate and institutional communication to marketing, learn how to write clearly and reduce misunderstandings with your audience by using plain language.
Have you ever read an official document and wondered what in the world it meant? If the answer is yes, you’ve experienced firsthand the effects of unclear communication. For a long time, technical jargon and complex syntax were considered necessary for a text to be seen as authoritative and “well written.”
Today, we know that what really matters is whether your words achieve your goals or not—and to do that, they need to be easily understood by your ideal readers.
What is Plain Language?
Plain language is an approach to communication that prioritises simplicity and clarity of information. It’s not about writing superficial or boring texts, it’s about choosing words, phrases, and structures your target audience can understand without effort.
Plain language can be applied to any natural language, with the necessary tweaks that reflect each language’s typical features.
This communication technique is built on specific principles, such as using short sentences and common words, and adopting layout choices that make information easy to find. To understand how to write clearly, you should consider elements related to syntax, vocabulary, and formatting.
When to Use Plain Language (and When NOT to)
Knowing how to make the most of plain language also means understanding when it’s the right choice to use it—and when it might not be. Let’s look at three (+1) different contexts.
Institutional Communication
This is the first area that usually comes to mind. Think about all the forms, political documents, and notices you’ve read over the years without fully understanding them. Tax and legal communications, for example, often feel like puzzles to decipher.
The problem isn’t you—it’s how these texts are written. Simplifying them would make them more accessible to everyone. Luckily, many governments and institutions around the world have started doing just that.
Business Communication
Building a relationship of trust and respect with your staff, suppliers, and partners is essential if you want to work peacefully, avoid misunderstandings, and achieve better results.
Plain language is also key to ensure safety in the workplace. Think about warning signs in a factory or the guidelines to follow in an emergency. What’s the point of writing them if no one understands what to do when it matters the most?
Marketing (and More)
Marketing is no exception—if anything, the need for clear and immediate communication is even greater here. If you want your audience and customers to follow you with interest (including on social media), your message needs to get straight to the point.
Even the algorithm favors copy that answers users’ questions without too much beating around the bush. Using plain language can help you improve your performance and, over time, boost sales.
Other Contexts
Plain language can also be useful in more unexpected areas. For example, my colleague Becca Webley, who translates from Italian to English, explains how these strategies can be applied in video game localization:
“When localizing video game dialogue, you need to keep in mind people’s (often somewhat limited) tolerance for written text in games. While retaining the original text’s personality and tone – and, crucially, ensuring the dialogue is engaging – you also have to make sure it’s easy to digest.”
When Plain Language Is NOT the Best Choice
But remember: plain language isn’t always the right fit. The complexity or simplicity of a text is not universal, but depends on your readers’ knowledge.
If you’re writing for an audience of experts in a specific field, you can use technical terms without worrying about explaining them, as they won’t be an obstacle to understanding.
Now think about literary content: it’s hard (if not counterproductive) to put limits in terms of words or syntax to someone who’s unleashing their creativity on the pages of a novel or the verses of a poem.
The secret lies in knowing your audience. Are you writing for an expert team or for potential customers learning about your product for the first time? The answer to this question will guide your writing strategy.
How to Write Clearly
Okay, so now you know what plain language is and when to use it—but how do you actually implement it?
There are plenty of strategies to make your writing easier to read. Here are three to get you started. And if you want to learn more or you have a text that needs the pen of a professional, you know where to find me!
Use Active Verbs
Active verbs are your best friends for direct, effective communication. It might seem like a small detail, but passive verbs, on the contrary, can create uncertainty and ambiguity.
Consider this example:
To attend the morris dance course for teenagers, the present form must be completed and sent by February 3rd.
Who exactly is supposed to complete the form? The teenagers interested in the course, or their parents, since they’re minors?
To clear things up, try this instead:
To attend the morris dance course for teenagers, girls and boys who want to participate must complete and send this form by February 3.
Much clearer, right?
Notice I also replaced “the present form” with “this form”, because remember: plain language encourages us to use everyday words.
Using active voice also makes your writing more dynamic and engaging. In marketing—where every second of a reader’s attention counts—this can make the difference between a customer who reads to the end and one who gives up halfway.
Avoid Abstract Nouns
If there’s a verb that can replace an abstract noun, it’s probably better to use it. Instead of writing:
We had a discussion about the topic,
try:
We talked about the topic.
It’s shorter (always a plus for plain language) and more immediate; moreover, the verb “to talk” is much more common than its synonym “to discuss”, and so more suitable in this case.
While we’re talking about abstract terms (which can mean different things in different contexts), plain language also suggests to minimize the use of collective nouns in favor of words that clearly identify what you mean.
For example, write “employees” instead of “human resources.” It’ true that this principle can sometimes clash with inclusive language… but that’s a topic for another day.
Leverage the Power of Lists
Bullet points and numbered lists are incredibly powerful tools for organizing information and making it easy to find. Our brains love this kind of layout because it makes content easy to scan and remember.
You can see the difference with this example, written first as a single sentence, then as a list:
To write in plain language, use these strategies: choose everyday words, write short sentences, use active verbs, and format your text to make information easier to find.
Now see it as a bullet list:
To write in plain language, use these strategies:
- Choose everyday words
- Write short sentences
- Use active verbs; and
- Format your text to make information easier to find.
I’m sure you immediately see the difference.
To sum things up
Communicating in a simple, direct way helps break down barriers between you and your customers, while also increasing trust and, in turn, conversions.
Whether it’s for administrative, business, or marketing purposes, plain language is a valuable communication tool for both writers and readers.
If you want to get the most out of it in your Italian texts, let me help. I can guide you toward the best choices for your needs, content, and audience, writing or translating your texts so they truly hit the mark with your ideal readers.
FEEL FREE TO DROP US A LINE.