How to Write Clearly

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

I used to be a pretentious writer. Believing that fancy words were a mark of how 'great' a writer I was. Words like 𝘭𝘶𝘨𝘶𝘣𝘳𝘪𝘰𝘶𝘴𝘭𝘺, 𝘤𝘰��𝘤𝘰𝘮𝘣, 𝘧𝘦𝘤𝘶𝘯𝘥𝘪𝘵𝘺, 𝘦𝘯 𝘱𝘢𝘴𝘴𝘢𝘯𝘵 & 𝘴𝘢𝘵𝘶𝘳𝘯𝘪𝘯𝘦. (Yes, I have a whole library of them.) But I was wrong. As it turns out, the point of writing isn't to sound fancy. It's to allow people to understand you. 𝐆𝐞𝐨𝐫𝐠𝐞 𝐎𝐫𝐰𝐞𝐥𝐥 (author of Animal Farm and 1984) thought the same. In his "Politics and the English Language" essay, he wrote about how good writing isn't about impressing people with fancy words. It's about expressing clear thoughts clearly. Specifically: 🔸 We often hide behind pretentious words to mask fuzzy thinking 🔸 We reach for ready-made phrases instead of finding fresh ways to express our ideas 🔸 We use abstract words when concrete ones would work better 🔸 We make simple ideas sound complicated to appear smart At the end of his essay, he left 6 writing rules that he believed would cover most instances (I'm paraphrasing): 1. Avoid metaphor, simile, or other figure of speech 2. Use short words over long ones 3. Cut out words that add nothing 4. Choose active over passive voice 5. Pick everyday English over fancy foreign phrases 6. Break the above 5 rules if it results in confusing/misleading writing To further illustrate, would you prefer: 𝐒𝐚𝐦𝐩𝐥𝐞 1: Objective considerations of contemporary phenomena compel the conclusion that success or failure in competitive activities exhibits no tendency to be commensurate with innate capacity, but that a considerable element of the unpredictable must invariably be taken into account. 𝐒𝐚𝐦𝐩𝐥𝐞 2: Natural ability doesn’t guarantee success; other unpredictable factors play a big role in outcomes too. I think the answer is pretty clear 🙊 𝐓𝐋;𝐃𝐑 Your words matter. So make them count. 𝐏/𝐒: You can read Orwell's full essay here: https://lnkd.in/gBp6nhdM 𝐏/𝐏/𝐒: Want to learn more about the art of good writing/storytelling? Join 7,402 subscribers in getting the next STIMY newsletter here: https://lnkd.in/gvgqYKGu

AI can write anything. But can it write clearly? As AI floods the internet with passable content, clarity— not quantity— is becoming the ultimate competitive edge. Research from 18 years of A/B tests proves it:  → Copywriting is still the #1 lever for increasing conversion. And here’s the kicker: → Most content fails not because it’s wrong, but because it’s confusing. Why clarity beats clever: → Users don’t buy what they don’t understand. → Most sites lose money because their copy makes people work too hard. → Even typo-free, grammatically correct writing can fail if it overwhelms short-term memory. Enter readability— the hidden superpower of great writing. → Short sentences → Quick resolution points → Plain verbs These help your readers “breathe” while reading. Even AI-generated content needs a human hand to sharpen, simplify & convert. Here’s how to write clearer, faster: → Speak first, then write. (Moz increased conversion 52% by doing just that.) → Edit like a human: replace “carry out an improvement initiative” with “improve the website.” → Avoid the “Official Style” that sounds smart but loses your reader halfway in. TL;DR: Great writing is easy to understand. Great editing makes it so. As AI keeps generating more, your ability to refine becomes your most profitable skill. Want your words to convert? Start by making them clear. Let’s hear it: what’s one writing habit that’s improved your clarity the most?

Ever sat in a restaurant, starving, and opened the menu… ...only to have NO CLUE what to order? Instead of "Steak and mashed potatoes," you get: “Charcoal-seared Wagyu bavette, Yukon Gold espuma, fermented black garlic jus, foraged woodland greens.” → A fancy menu works in expensive restaurants. → It doesn’t work when marketing yourself online. Because if people don’t understand what you do, they won’t ask for your help. The brain defaults to clarity and safety. It’s called cognitive fluency - the easier something is to understand, the more we trust it. If it feels complicated, we assume it’s risky. That’s why, when we’re unsure, we go with the safest option. And that’s exactly why so many people struggle to attract clients. Because their messaging is the equivalent of “foraged woodland greens.” If you want to make choosing you an easy decision, strip out the complexity. The 10-Word Clarity Test → Write what you do in 10 words. → Ask “HOW?” → Rewrite in 10 words. → Repeat until you can’t simplify further. At the end, you’ll have a sharp, specific statement. → Clarity creates confidence. → Confidence builds trust. → Trust brings clients to you. You’re damn good at what you do. Don’t lose out because of a lack of clarity. Would you pass the 10-word test? 

Stop telling on yourself by trying to use big fancy words and complicated explanations. Using big words to sound smart makes you sound less smart. Sales reps think using complex language makes them look professional. They throw around industry jargon and technical terms to prove they know their stuff. But research shows emails written at a third grade reading level get 36% higher response rates than emails with complex language. Your prospects aren't impressed by your vocabulary. They're scanning your email for 3 to 4 seconds trying to decide if it's worth their time. When they see complicated language, their brain registers it as extra work. Complex language creates barriers. It confuses prospects, makes your message harder to digest, and causes frustration. Clear, simple copy helps prospects quickly grasp your message. Clarity is what drives action. I personally aim to write emails at a fifth grade comprehension level. This isn't talking down to anyone. It means using clear language that's easy to understand, even if someone is skimming on their phone between meetings. Make your message so clear that prospects immediately understand the benefits you're offering and feel confident taking the next step. They respond because you made it easy for them to engage. Simple stands out in sales copywriting. 📌 What's one piece of jargon you need to cut from your outreach?

I never got a BigLaw summer associate position. But I’ve seen where summer associates stumble—especially in their writing. Here are ten common missteps, and how to fix them. One per week of the typical ten-week program. Week 1: Know your reader. A memo to a partner is not a brief to a court. Tailor tone, structure, and detail to your audience’s priorities (especially their time). Week 2: Lead with your conclusion. “Rule → Application → Conclusion” may work for exams, but in practice, clarity demands: “Conclusion → Reasoning → Authority.” Week 3: Short sentences win. If your reader has to pause to untangle your thought, they’ve already stopped listening. Week 4: Be ruthless with transitions. Legal writing should guide the reader like a staircase, not a scavenger hunt. Each paragraph should push the logic forward, not just fill space. Week 5: Avoid passive voice when it hides the actor. “The contract was breached” is vague. Who breached it? Be specific, unless ambiguity serves a purpose. Week 6: Cut throat-clearing phrases. “It is important to note that” rarely adds value. If something is important, the content—not the disclaimer—should carry the weight. Week 7: Use clear, specific headings. Headings should preview your structure, not obscure your point. Don’t write “Relevant Law.” Write “No Standing Without Concrete Harm.” Week 8: Watch for legalese. You’re not scoring points for saying “pursuant to” when “under” works. Week 9: Edit like opposing counsel is watching. Every typo chips away at credibility. Every vague reference invites a motion to compel. Week 10: Ask yourself: Would I want to read this? If the answer is no, fix it. You’re not just writing to inform. You’re writing to earn trust. If you’re heading into a summer program, remember: in BigLaw, your writing is your reputation—on the page, in the inbox, and in the partner’s mind. — Hi, I'm Patrick Hagen. Clear writing. Sharp strategy. Litigation done right for in-house teams. Follow and ring the 🔔 for legal writing tips.

In Writing for Busy Readers, behavioral scientist Todd Rogers (with Jessica Lasky-Fink) provides a research-backed roadmap for writing in a world overloaded with messages. The book is particularly useful for leaders who regularly write emails, memos, proposals, or any communication where getting and holding attention matters. The core idea is that readers are busy, often distracted, and make quick decisions about whether something is “worth their time.” To succeed, writers must respect that reality—or risk being ignored. What makes this book stand out is its mix of behavioral science experiments, practical guidelines, and a strong reader’s-perspective: not what you want to say, but what the reader will actually read and care about. It’s less about perfect prose and more about clarity, relevance, and impact. My Main Takeaways 1. Less is more. Use fewer words, fewer ideas, and fewer requests. Each additional idea or asking can dilute the message, lower response rates, or make people tune out. Leaders must force themselves to cut down and prioritize what really matters. 2. Make reading effortless. This includes using simple, common language; short sentences; clear active voice; visual cues like headings or bolding to help skimmers; and structuring messages so that the most important point is up front. Recognize that many readers will skim, scan, or “jump around” rather than read every word. 3. Design with the reader in mind. That means: clearly state why the message matters to them; make the call to action obvious; format for quick navigation; and reduce the friction required to respond. As a leader, you gain more when your communications anticipate the reader’s mindset and constraints (time, attention, cognitive load). Why This Matters for Leaders Well-crafted messages reduce wasted time—for you and for your team. Instead of people having to ask follow-ups, you can often prevent confusion or delay. When leaders write clearly and empathetically, they not only convey their own ideas more effectively, but also model communication norms that boost alignment and trust. In many leadership roles, you aren’t just writing; you’re persuading, directing, informing, motivating. If people don’t fully absorb what you’ve said (because it’s buried or too dense), your ability to lead suffers. #leadership #communication

Amazon’s writing culture is legendary. Here are 5 lessons anyone can apply: Writing isn’t about sounding smarter. It’s about thinking more clearly. It powers decisions, strategy, and execution. At Amazon, every doc is a test: → Can you explain this in simple words? → Can you back it with data, not fluff? → Can you quickly get to the point? Because if the writing is unclear, the thinking probably is too. And most writing is unclear. We confuse complexity with intelligence. We write to impress, not to be understood. We bury insight under jargon. But Amazon raised the bar. They turned writing into a leadership skill. A thinking tool. A company-wide discipline. And once you’ve written the Amazon way, it’s hard to go back. Here are 5 principles anyone can apply (no matter where you work): ⸻ 🔸 1. Use fewer words Writing clearly isn’t about shrinking your message; it’s about sharpening it. At Amazon, the rule is simple: → Sentences under 30 words → One idea per sentence → No filler, no fluff If it doesn’t drive the point forward, it doesn’t belong. ✅ Instead of: “We are currently in the process of evaluating options.” 👉 Say: “We’re evaluating options.” Clarity cuts the noise. ⸻ 🔸 2. Replace adjectives with data “Impressive.” “Great.” “High-performing.” None of these belong in your doc. Amazon doesn’t guess impact, they measure it. ✅ Instead of: “Our launch went really well.” 👉 Say: “Adoption hit 82% in the first 48 hours.” Numbers don’t just inform. They persuade. ⸻ 🔸 3. Eliminate weasel words “Might.” “Could.” “Some say.” These are warning signs of weak thinking. Amazon writing demands ownership. Say what you mean and own the consequences. ✅ Instead of: “It might be helpful to consider…” 👉 Say: “We recommend this based on [data/insight].” Confidence isn’t about being loud. It’s about being clear. ⸻ 🔸 4. Ask: ‘So what?’ Information isn’t value. Context is. Amazon pushes every writer to answer: Why does this matter? ✅ Instead of: “Engagement improved this quarter.” 👉 Say: “Engagement rose 14%, helping reduce churn by 9%.” If a sentence doesn’t earn its space, it gets cut. ⸻ 🔸 5. Reply with only 4 answers When asked a question, Amazon defaults to one of four replies:  1. Yes  2. No  3. I don’t know (and will follow up)  4. A number Why? Because it eliminates spin and surfaces truth. Fast. ⸻ Write less. Say more. Think better. These principles don’t just make you a better communicator: They make you a sharper thinker. They make you a faster operator. They make you a trusted voice in the room. And that’s a skill worth stealing, no matter where you work. Did you ever read a doc twice and still felt lost? ♻️ Repost to inspire your netowork ＋ Follow Giovanni Beggiato for more 📸: Amazon Fact of Day 1

How to make your writing irresistible: (without relying on gimmicks) Be clear, not clever. Clarity is the secret sauce of viral content. If someone doesn't understand what you're saying... (or more importantly, why it matters to them) ...your writing loses impact. Or worst case? You lose your reader. 𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 6 𝗿𝘂𝗹𝗲𝘀 𝘁𝗼 𝘄𝗿𝗶𝘁𝗲 𝗰𝗹𝗲𝗮𝗿𝗹𝘆: 1) Write like you're explaining to a 10-year-old Ditch the jargon. Simplify. Instead of: "The blockchain's decentralized ledger facilitates peer-to-peer transactions without intermediaries." Try: "Bitcoin lets you send money to anyone without a bank." Pro tip: I LOVE the Hemingway app for simplifying my writing :) 2) Swap fancy for simple - "Utilize" → "Use" - "Commence" → "Start" - "Endeavor" → "Try" 3) Get specific - "Stuff" → "Productivity apps" - "Good" → "Increased sales by 50%" - "People" → "Startup founders" 4) Front-load your sentences X "After years of struggle and countless rejections, she finally landed her dream job." ✓ "She landed her dream job after years of struggle and countless rejections." 5) Use active voice Passive: "Success was achieved by the team." Active: "The team achieved success." Powerful writing = writing in active voice. Not passive voice. 6) Compare everything Don't just say your course is good... Say it's "more valuable than an MBA at 1% of the cost." Remember: Clarity isn't dumbing down. It's powering up. Your readers' time is precious. Respect it by being clear. 🥂 Have you ever used any of these clarity hacks? Drop a comment if this was helpful, and follow me Aldis Ozols for more tips like this!