This link has been bookmarked by 1 people . It was first bookmarked on 14 Jan 2011, by Richard Kendall.
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14 Jan 11
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Be concise and get to the point.
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Emphasise keywords with bold. Don’t use CAPITALS BECAUSE IT LOOKS LIKE SHOUTING. Italics can be hard to read and underlined text looks like a link.
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Spell out any acronyms the first time you use them (unless the acronym is better known than what it stands for, eg BBC).
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Avoid writing in ‘marketese’
Boastful, promotional writing eg ‘best ever’, ‘most popular’, etc is off-putting.
People want to get straight to the facts. It’s easier for users to grasp the meaning of the text when it is written in neutral language. -
Be consistent
Using inconsistent terms confuses the reader. If you are writing about a course you are offering, don’t start calling it a programme half-way through.
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Use active verbs
You can engage the reader’s attention by using active verbs.
It’s better to say ‘The Committee decided to…’ (active) , than ‘a decision was made by the Committee to…’ (passive).
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