It must always be clear what you want to say
Posted: Sun Feb 09, 2025 10:02 am
2) Clarity is the water for your writing style
Clarity for a better writing style
The sister of simplicity is clarity – and thus the second ingredient in our recipe for great writing.
Clarity is like water: it lets the text flow.
The Law of Clarity states:
The reader should never ask himself: What does the author want to say?
An old rule of copywriting is: Be clear, not clever.
That means: If you want to be too clever, you'll use wordplay that hardly anyone understands. You think it's great - but you've lost the reader.
This question reveals a bad writing style
At school we always analyzed poetic texts and at the end we had to answer the question:
“What does the author want to say with this?”
But be careful: This egypt telegram screening question should never arise for factual texts such as blog articles or advertising texts .
This is total nonsense if your reader is left with a big “Huh?”
Always.
Why?
It’s simple: otherwise the reader will click away.
Legendary copywriter Eugene Schwartz said:
Write like a monkey brain.
Of course, your readers are not monkeys. Maybe you write for doctors, entrepreneurs or lawyers.
Clarity for a better writing style
The sister of simplicity is clarity – and thus the second ingredient in our recipe for great writing.
Clarity is like water: it lets the text flow.
The Law of Clarity states:
The reader should never ask himself: What does the author want to say?
An old rule of copywriting is: Be clear, not clever.
That means: If you want to be too clever, you'll use wordplay that hardly anyone understands. You think it's great - but you've lost the reader.
This question reveals a bad writing style
At school we always analyzed poetic texts and at the end we had to answer the question:
“What does the author want to say with this?”
But be careful: This egypt telegram screening question should never arise for factual texts such as blog articles or advertising texts .
This is total nonsense if your reader is left with a big “Huh?”
Always.
Why?
It’s simple: otherwise the reader will click away.
Legendary copywriter Eugene Schwartz said:
Write like a monkey brain.
Of course, your readers are not monkeys. Maybe you write for doctors, entrepreneurs or lawyers.