Before You Write

Know Your Audience

Different people have different backgrounds and different needs. Knowing your audience will help you focus on the ideas they will find most relevant. You will know the vocabulary you can safely use. You will know what knowledge it is safe to assume, and what will need explanation. For me, it helps to have one or two actual people in mind. I try to write something that will be clear and useful to them.

‍
Know Your Subject

Poor understanding of our subject leads to unclear writing. Before you publish, make sure your piece contributes to the discussion about the topic. It could be something original that expands on the knowledge about a topic. It could also be something that explains the topic to a new audience, reminds the audience of critical information, or simplifies the topic so that it can be explained more quickly to new readers. Until your piece is a better explanation of the subject for your audience in the time they have available to read it, don't publish it. Just point them to the best writing that you know about.

However, you do not need a full understanding of your subject before you begin writing. The act of expressing yourself will expose unclear thoughts and gaps in your knowledge. Finding and filling the gaps is part of writing.

Know Your Genre

When we watch a film, we have different expectations for action movies, romantic comedies, and dramas. Similarly, your readers approach emails, marketing white papers, and technical reports with different expectations. If you break the rules of the form, you will communicate less effectively. Knowing your genre will help with decisions like: How formal should my style be? What is the right mix of fact and opinion? What person [link] should I write in? How should I balance exactness and simplicity? 

While You Write

Use Common Words

Native English speakers understand a vocabulary of 20000 - 30000 words. Non-native speakers have a vocabulary about half that size. On top of that, your readers will often be distracted or in a hurry. Readers will understand simple, common words more easily than words that are unusual or difficult. As an exercise, see if you can write your piece using only the 3000 most common English words.

Use Few Words

Busy readers struggle with complicated sentences, and they are intimidated by long pieces. Write short, simple sentences. Look out for extra phrases that you have added to avoid committing to a conclusion. Avoid repetition. Be cautious about parenthetical statements. Make a firm decision to put the thought in or to leave it out. Use the active voice rather than the passive voice. Give directions rather than suggestions, unless doing so would be inappropriate.

Use the Right Words

Do not make the reader consider what definition you intended for a word. At times, this advice conflicts with the advice to use common words, but it frequently helps with using fewer words. Choose words with precise meanings. If your writing has many adverbs and adjectives, look for stronger verbs and nouns. However, do not use obscure words that a reader will have to look up.

Use a Structure

I rarely begin writing with an outline, but I always have one when I am done. Word processors allow you to reorder your document as you go. Your first draft may wander from thought to thought with no clear direction. Your final draft should have a clear flow that helps readers understand where they are in the document and what you are going to cover next. Section headings with parallel construction reinforce the structure. They make it possible for a casual reader to skim the document to find relevant information quickly. Numbered lists can communicate order more quickly than words that describe sequence such as “after”, “then”, “following”, and so on. 

Use Pictures

Pictures, diagrams, or video may communicate an idea better than a textual description. Standard data visualization charts (line charts, bar charts, etc.) are great for making comparisons, showing changes, and showing correlations. Diagrams can show relationships or interactions. For example, organizational charts, product architecture diagrams, and Venn diagrams. Videos or photographs are best for showing items or processes in the physical world. Icons can orient your readers to the structure of your writing if they are used consistently. Images can also be used to set an emotional tone for a piece of writing. Use pictures when they enhance communication, but keep purely decorative images to a minimum. 

After You Write

Proofread

Typos, misspellings, and grammar errors distract and annoy readers. They also reduce the readers' trust in your authority. Use the tools provided by your word processor to find errors, but do not trust them. You must read and re-read to make sure there are no errors. You will find errors more easily if you set your writing aside for at least a few hours between writing and proofreading. When possible, ask a coworker to proofread a piece. For digital pieces, proofread a second time after publication to make sure that the final text matches the draft. 

Consult

For any important piece, ask people you trust to review your work. Ask questions to verify that they understood your key points and any necessary action items. Ask them if they have questions the piece did not answer. You can collect feedback earlier in the process, but if you ask the same people for feedback at the end, it is less valuable. They are too close to the writing and won't be able to give you the perspective of a brand new reader.

Publish

Writing is for reading. Aim for good, not perfect. It's better to get your work in the hands of readers sooner rather than later. In a digital environment, you can adjust your work after your real audience has seen it and given you feedback. Set yourself a due date for every writing project, and hold yourself to it.

‍