Writing tips
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How to improve writing
1. Change the construction
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| The key to the success of the new training programme was the utilisation of customer feedback to change the existing process to better meet customer needs. | The new training programme worked because we asked customers what they thought, then made the necessary changes. |
One of the telltale features of the original is the number of abstract nouns - utilisation, feedback, process, needs - which sound important but mean little in themselves. We encourage people to use more verbs, which convey meaning much more quickly and clearly.
2. Build a clean sentence
| Before | After |
| Lucozade had a spontaneous, strong and clear image, the brand however was increasingly seen as being for sickness only, for children only, for occasional use. | Although Lucozade had a strong image, it was seen primarily as a tonic for treating sick children. |
When writers try to squeeze too many ideas into a sentence - without thinking them through - the construction goes awry and the point is obscured. We encourage people to plan their writing and construct sentences that get their message across clearly.
For more tips on writing, have a look at the Clarity blog.
Why not test yourself in How good a writer are you?
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Gary Lubner, |