Say it simply: tips for clear and effective writing
In a world overloaded with information, clear communication is your competitive edge. Yet jargon and overly complex writing often stand in the way, confusing your audience instead of connecting with them. So, how do you ensure your message cuts through the noise?
Here’s our expert guide to writing with clarity and confidence.
Write actively instead of passively
An active voice makes your writing direct and engaging by focusing on who’s doing the action, rather than what’s being acted upon. For example:
Passive: ‘Our Visa card terms and conditions have been amended.’
Active: ‘We’ve updated our Visa card terms and conditions.’
Active sentences create a stronger connection with your audience, leaving no room for ambiguity.
Use everyday language
Good communication doesn’t have to be complicated. Using everyday words makes your message more relatable and accessible. For example:
Formal: ‘We have undertaken a review of our card offering and have decided to cease charging a foreign exchange transaction fee of 2.5%.’
Everyday: ‘We’ve reviewed our card offering and decided to stop charging a foreign exchange transaction fee of 2.5%.’
Clear language respects your audience’s time and helps them focus on your message.
Eliminate unnecessary words
Concise writing is impactful writing. Cut out any words or phrases that don’t add value to your message. For example:
Wordy: ‘We do hope that these changes will avoid some customers, who have historically had a card in each of our card currencies, having to hold quite so many cards in their wallets or purses.’
Concise: ‘We’ve made these changes to simplify things for customers who previously held multiple cards in different currencies.’
Streamlining your sentences ensures your point comes across clearly and effectively.
Focus on your audience
Every piece of writing should prioritise the needs of its audience. Ask yourself:
What does my reader need to know?
How can I make this valuable for them?
For example, a busy executive will appreciate clear summaries, while a prospective client might need inspiring messaging. Writing with your audience in mind ensures your content is not only relevant but memorable.
Know your purpose: instruct, inform or inspire?
Each type of communication serves a specific purpose. Clarify your intent before you begin writing to shape your tone and approach:
Instruct: step-by-step guides, application forms or instructions
Inform: client updates, newsletters or FAQs
Inspire: marketing brochures, blog posts or promotional campaigns
By aligning your writing with its purpose, you ensure your message lands as intended.
Don’t be afraid to use contractions
Contractions—such as ‘we’ve’ or ‘you’ll’—make your writing feel approachable and conversational. This approach works particularly well for client-facing communications. For example:
Formal: ‘If you would like a sterling debit card you would be required to open a sterling call account with us.’
Conversational: ‘If you’d like a sterling debit card, you’ll need to open a sterling call account.’
This simple adjustment makes your message more engaging and accessible.
Pay attention to sentence length
Varying sentence length is a powerful way to keep your audience interested.
A short sentence grabs attention.
A longer sentence provides depth, explores an idea more thoroughly or paints a vivid picture.
Mixing sentence lengths creates rhythm and flow, making your writing more dynamic.
Why it matters
Clear communication builds trust, engages your audience and drives results. At InvestorComs, we help businesses transform their messaging by simplifying complex ideas, crafting compelling content and ensuring every word works hard for their brand.
Whether you’re creating marketing campaigns, client updates or regular investment commentaries, cutting through the jargon ensures your message connects and delivers impact.
Let us help you take your communications to the next level—get in touch with us today to find out how we can help.