10 ways to improve your writing today

Figuring out an overriding theme and setting an outline are just the beginning.

Here are key tactics for strengthening and streamlining your communication.

Lawrence Ragan

Communications, Inc.

316 N. Michigan Ave., Suite 400

Chicago, IL 60601

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Have a point. Settle on a key message, and make sure it’s clear and prominent. Two related points in the same article or email are fine. Two disparate messages should be offered separately.

Organize it. Your key message might have multiple elements (such as 10 writing tips). Whether you set up a bulleted list or you let your writing flow from one topic to another, make sure you have identified your key points before you start. That way you can look back over them and add any you’ve missed. Help the reader with subheads for topic shifts and transitions.

Look up words. For the love of Pete, don’t assume you know what even familiar words mean. So many people mangle the language that it’s easy to mishear “typo” as “type o” or think “enervating” means exactly the opposite of its actual definition. Know the difference between homonyms such as “discreet” and “discrete.” Understanding—and staying mindful of—these meanings will help you avoid redundancies. Case in point: If you have also in a clause, you don’t have to follow it up with as well. They mean the same thing. The repetition doesn’t provide emphasis; it just makes you look silly.

Punctuate properly. Punctuation is an essential code between writers and readers. The rules are not hard to learn; take the time to get them right. You can look at a quick primer on 5 frequently misused punctuation marks or a more intensive tutorial on commas. Like correct word usage, effective punctuation is essential to clear, powerful writing.

Treat things like things, and people like people. Companies and brands don’t think or need or want. Journalists are not media.

Match pronouns to their antecedents. Along the lines of point No. 5, a company is an it, not a they. Also be careful that you are clear about which antecedent is designated by a given pronoun. Consider: Vera went over to Malvina’s house so they could work on her penmanship. Whose penmanship? Vera went over to Malvina’s house so they could work on Vera’s penmanship. Another (better) option: Vera needed penmanship help, so she visited Malvina.

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“Writing is easy; you just open a vein and bleed.”

That quote is attributed to the renowned sports columnist Red Smith.

Oh, Red, if only it were that simple.

Here are some guidelines for all those who string words together in hopes of conveying ideas, insights and information:

Do the math. Numbers are difficult to corral, and percentages can skew information. If you must include numbers, make sure you render them correctly. Double-check every million to make sure it’s not supposed to be billion, and vice versa. Remember, too, that percent is different from percentage points. When the unemployment rate falls from 8 percent to 6 percent, it has fallen two percentage points (out of 100), even though it could be seen as decreasing by 25 percent (2/8 = ¼ = 25 percent). Also, if you had 100 employees and added 25, that’s a 25 percent increase. If you have 125 employees and lay off 25, that’s a 20 percent cut to your workforce. Same numbers, different percentages.

Avoid absolutes. “Nothing is worse than…” forgetting your PowerPoint? No personal nor global tragedy compares to that, eh? Earthquakes, famine, epidemics? Find another way to express that particular professional horror. A few other absolutes to watch for: always, never, can’t, won’t. It goes back to respecting the meanings of words.

Watch your qualifiers. Here, the converse applies: If you mitigate your language excessively, it comes off as weak and uncertain—and so will you. Consider this: The CEO seems to have possibly suggested that layoffs might be a potential option. Then consider this: The CEO did not rule out layoffs as an option. The latter doesn’t quantify the likelihood of layoffs any more than the former, but at least it’s straightforward. As is stated in point No. 1, you should know what you want to say and say it clearly.

Cut it back. Prune your writing, as you would the dead branches of a shrub. Pare the throat-clearers; eliminate the redundancies. Keeping your text concise will entice readers to start—and finish it—and will keep your primary/overriding message fresh and vital in their minds.

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