Tips and tricks for clearer writing


Tips and tricks for clearer writing

The concept of content writing is accepted as a key part of a good marketing strategy. It’s said that three times more leads can be generated through content marketing than through other forms. The benefits of such a strategy lead to enhanced exposure, credibility, and increased sales.

With this in mind, it’s no surprise some companies invest in creating content internally. But while your expertise on the subject at hand can shine through, your style of writing might be having an adverse effect. We consider writing to be our expertise, and we have some tips that can help you write clearer and elevate your content.

Say more; write less

Be concise. Filler language – commonly referred to as ‘fluff’ – can lengthen sentences to the point where your message becomes unclear. You need to say more with fewer words.

While a long, flowing sentence might look more impressive on the page, as you wax lyrically as we’re doing now, all it achieves is increasing the word count while damaging the overall message of what you’re trying to say, as you lose the attention of the reader with each and every word.

Look at our last sentence. It’s 52 words long but is it actually saying anything? A sentence that has a point and gets to it fast makes for more effective and engaging content.


Speaking of concise, consider the modifiers you use. Modifiers – adjectives, verbs, and adverbs – might add context to a statement, but do they add value? Again, useful information is needed.

Example: On a chilly winter morning, outside their newest building, the beaming managing director proudly displayed their latest feat of construction excellence to a very large, exultant crowd.

If you’re talking about a new project, readers will want details, data, and quotes. In the above example, there is also a tautology – repeated information.

Consider this instead: The managing director unveiled the new building to a crowd in December. He said they were ‘proud to have delivered the project on time and to budget’.

In just as many words, the second example is able to convey more information. It also does it in a more readable way. And while we’re on the subject of modifiers, using words like ‘very’ or ‘really’ to describe something comes across as lazy. Very lazy.

End of the line

Punctuation is essential. Period. A topic worthy of its own blog, mastering punctuation is key to clearer writing. Just because you know how to use more complicated punctuation doesn’t mean you should; semicolons are impressive but ending sentences sooner rather than later can make text punchier and effective.

Be active, not passive

Your content is worse if it is written in the passive voice. Writing content in the active voice is more engaging.

For example:

Passive: Your content is worse if it is written in the passive voice. Active: Writing content in the active voice is more engaging.

See what we did there? Using the active voice can make sentences punchier and flow better, whereas the passive voice makes them longer and vaguer. You need to bring the active subject of the sentence to the beginning. In this case, the subject is the writing.

Realising where you’re making mistakes isn’t always easy when it’s your writing. But with the help of an editor, you can cut out bulky text. Writing your own content can be rewarding, but it can also be time-consuming. Why not outsource your work and take the stress off your hands?

At Coster Content, we know how to write. All we need is for you to tell us what to write. Get in touch today on 07462 455 894 to find out how we can help.

Alia Coster