Working in advertising, even if I'm not a copywrighter, effective writing is mandatory. We often think that the study of language and literature is the domain of novelists and poets. Language is often considered just a decorative art, useless in comparison of science.
But, is this true?
Writing is one of my greatest limitations. One of the reasons why I've opened this blog is, infact, to improve this essential skill. If you want to be understood, if you want your ideas to be clear, I learnt that effective writing should be my top priority. George Orwell in his 1946 essay "Politics and the English Language" stated 5 rules for effective writing, adopting them will make you a better communicator.
- Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
- Never use a long word where a short one will do.
- If it is possible to cut a word out, always cut it out.
- Never use the passive where you can use the active.
- Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
These easy rules are easy to memorize but putting them into work might be difficult. I hope you find these rules helpful and that I've applied them to this post. For further information, be sure to read Orwell's original essay.