WRITING IS AN ART #15

 

WAFFLE, ANYONE?

 

In my last blog, I wrote about the curse of long sentences. A related problem – and one that seems to afflict many self-important senior managers – is waffle.

 

Have you ever read one of those articles (or even a web page) that just seems to rabbit on about nothing in particular? By the end of it (if you manage to persist that far), you’re left wondering what they were trying to say.

 

Clear and simple

A good way of avoiding waffle is to draft out the key points you want to make before you even start to write. Don’t get distracted by side issues that aren’t going to interest the reader. Make your points clearly and succinctly – as I’ve said several times before, Keep It Simple!

 

That also applies to jargon. Again, the self-important person loves to try and impress by using complex terms and convoluted sentences. It doesn’t impress – it just confuses. If you have to use technical words, make sure that you explain them. Don’t just assume that your audience will automatically know what you’re talking about (unless it’s a very specialist audience).

 

Now, who’d like a waffle for breakfast?

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk