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Are we being clear?

What happened to the concept speaking and writing plainly?

Recently I sat on an awards committee where part of my role was to review the all of the applications… but I realized (especially after having to read 1 paragraph like 6 times) that somewhere we have lost our way.

I’ve sat in boardrooms, I’ve read blogs and have been part of webinars where I’ve had to ask people to repeat what ever bullcrap they just spewed because I just didn’t understand what they were trying to say.

Now I’m no genius by any measure, and I also realize that my work depends on the ability to write and speak at a level that almost any one of any type of education can understand…

But what is this fear of being clear?

As always, Seth Godin nails it is his blog post today “Writing naked (nakeder than Orwell)“.

Here are Orwell’s rules, edited:

1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. You don’t need cliches.

2. Never use a long word where a short one will do. Avoid long words.

3. If it is possible to cut a word out, always cut it out.

4. Never use the passive where you can use the active. Write in the now.

5. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent. When in doubt, say it clearly.

6. Break any of these rules sooner than say anything outright barbarous. Better to be interesting than to follow these rules.

The reason business writing is horrible is that people are afraid.

Afraid to say what they mean, because they might be criticized for it.

Afraid to be misunderstood, to be accused of saying what they didn’t mean, because they might be criticized for it.

Orwell was on the right track. Just say it. Say it clearly. Say it now. Say it without fear of being criticized and say it without being boring.

If the goal is no feedback, then say nothing. Don’t write the memo.

If the goal is to communicate, then say what you mean.

Preach on Brother Godin.

Category: Direct Mail, Graphic Design, John Lepp, WritingBy John LeppJune 27, 20114 Comments

Author: John Lepp

Agent John is a long time marketer, designer and ranter. Agent Jen calls him "authentic". Others may not be so kind. The truth is, John wears his heart on his sleeve and when provoked will wave his hands and raise his voice an octave as he voices his frustration and opinions. And a blog post may even come of it.

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4 Comments

  1. Mary Cahalane says:
    June 27, 2011 at 2:08 pm

    I saw “Midnight in Paris” this weekend – a very sweet movie. In it, the protagonist goes back in time and meets, among other famous people, Hemingway. That, and this post remind me of a short story they attributed to him cited as an example of keeping things short and clear: For sale. Baby shoes. Never worn.

    Whether he actually wrote it or not, it illustrates a point.

     Reply
  2. Mary Cahalane says:
    June 27, 2011 at 2:10 pm

    And… there’s an example of what happens when you don’t read before submitting. So embarrassing. Sorry!

     Reply
  3. Donna Raetsen-Kemp says:
    June 27, 2011 at 2:30 pm

    Amen.
    In parts of the art gallery world, they refer to this “dumbing down”. Ugh! How does making information clear, concise and easy to understand make it any less intelligent?

    Mind numbing speak causes most people to tune out (count me in). I admire people who can get to the point — and do it well.

     Reply
  4. John says:
    June 27, 2011 at 3:43 pm

    Thanks Mary and Donna for your thoughts. Speaking and writing clearly is likely harder that it looks, which maybe why so many people are bad at it. Or like Seth says, maybe people are just afraid of looking stupid. cheers.

     Reply

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