When it comes to writing clarity, simplicity are ideal. In their classic manual of style, Strunk and White encourage writers to ‘omit needless words’. They were the early adopters of plain English. Indeed the first step towards clarity is writing simply. Use direct sentences with simple common words.
Author Archives: Andrew Pegler
Professor Joseph Kimble of Western Michigan University Cooley Law School in his book Writing for Dollars, Writing to Please: The Case for Plain Language in Business, Government, and Law, states that “guidelines for writing in plain language aren’t offered for some rarefied aesthetic purpose. They are ways to reach the ultimate goal of clarity—of readers’…
An English plane…. Winston Churchill may be well known for the battles he waged in the name of the Allied Forces but it is the lesser known war he declared on the desecration of the English language that still rages. At the height of the Battle of Britain with war all round him Churchill barked…
“Elegance of language may not be in the power of all of us; but simplicity and straightforwardness are. Write much as you would speak; speak as you think. Be what you say; and, within the rules of prudence, say what you are.” So said Henry Alford English churchman, theologian, textual critic, scholar, poet, and writer…
The brief: Using a mix of information provided, conducting staff and customer interviews and sourcing internally completed pro formas, APM wrote both the NAB annual financial report and its corporate responsibility suite the Dig Deeper Series. Both reports aimed to reveal how the bank had performed and created value through its strategy, operating environment, governance and financial and non-financial activities.
The brief: Using a mixture of press releases, speeches and one-on-one interviews APM outlined the Department’s work and achievements in securing new investment and jobs across the state, delivering services for business and community and developing Victoria’s energy and earth resources. Copy sample: Launch of the Global Health Melbourne Plan The Government allocated $17.8 million over…
The brief: Leading Melbourne law firm, Moores Legal, commissioned APM to write plain English web copy outlining its services and explaining its unique agreed pricing model. The copy drew on a mix of partner interviews, attendance at workshops and the finessing of supplied briefing notes. Copy sample: Moores Agreed Pricing Where most firms charge by time, our approach is…
Every business needs content. Not the bland, me-too nonsense that so often clutters up our in-boxes and feeds, but genuinely useful, interesting content. Content that lets a business stand out amid the clutter and noise. Below are some extracts from our work with NAB, UBank and others. Change is the essence of capitalism Back in 1942, Joseph Schumpeter…
It’s budget night. You’re nestled into the couch armed with a coldy, a crisp chardonnay or something stronger depending on your passion for the political. Smokin’ Joe steps up to the dispatch box and unleashes an avalanche of lingo that leaves you scratching your noggin’. My advice? Blast that budget blathering with this plain English,…
There’s been a lot of talk in the news lately about free trade agreements (FTAs). The PM recently returned from a whirlwind Asian tour, the aim of which was to set up FTAs with South Korea, Japan and China. Team Australia, consisting of around 600 of our business best and brightest, bowed, did the sake,…