Simple doesn't need to mean basic.
Writing in plain language doesn't have to be plain Jane. What's most important is that you are understood- without losing the tone and voice of your brand. Often this means that simple vocabulary, phrasing, and formatting are necessary.
There's a balance to be found between maintaining the voice of your business story and writing stories that are heard and comprehended.
But simple doesn't need to mean basic.
Avoid jargon. While we don't believe in “dumbing down” language for fear of readers' ignorance, a big part of business marketing is offering something specific. When it comes to business stories, there are always industry-specific words that might fail to reach your prospects, no matter how well educated they are.
Where you have overloaded your sentences, identify the individual ideas. Separate the ideas into multiple sentences.
- Use bullet points.
- Shorten or split up your paragraphs: 3 to 4 sentences is a good compact length.
- Write some one sentence paragraphs.
- Set important points in bold font.
- Ensure important points are covered early in your piece, and early in each paragraph.
Communicating ideas clearly should be your priority when writing for your business. People want to be able to understand you, which is why they’ve arrived at your content in the first place ….
Don’t lose them because you confused them.