Confident
We’re experts and proud of our knowledge, insights and understanding. That means we can write with authority without veering into arrogance.
We do that by writing clearly. Rather than telling the world how brilliant we are or showing off with niche terminology, we explain our thinking in plain English. It’s much more compelling and believable.
Remember, the people who read our content may not always be specialists in our field. This means we must explain complex ideas in straightforward terms, so that they’re easily understood.
To sound confident:
- Choose the less formal word
- Avoid jargon
- Keep sentences short and simple
- Cut empty words and phrases.
Choose the less formal word
The English language is full of different words for the same thing. We use the less formal word, like these examples:
Avoid jargon or industry specific terms
If you need to use a technical term, be sure your audience knows what it means or explain it. If you’re using the phrase ‘domestic reverse charge’ for example, you should explain what it means in plain English the first time you use it.
Avoid using corporate jargon, for example ‘low hanging fruit’ or ‘circle back’, as they can lead to confusion or distract the reader.
Keep sentences short
- Cutting out any words we don't need
- Splitting long sentences into two
Cut empty words and phrases
To communicate in a direct way, we cut unnecessary words and cautious language (‘potentially’, ‘somewhat’, ‘perhaps’). It makes us sound sure of our statements. And our writing is easier and faster to read, saving busy readers valuable time. It’s a great reflection of the way we help clients.