Ebook Clear Sentence Writing

How to Write Clear, Concise and Simple Sentences that General Readers Love!
written by Brian Scott http://www.LousyWriter.com

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Contents
Chapter 1: How to Write Interestingly for the General Reader .................................... 4 Chapter 2: ......................................................................................................................... 9 How to Write Pleasingly for Special Readers ................................................................... 9 Chapter 3: ....................................................................................................................... 16 How to Be Complete and Yet Brief ................................................................................. 16 Chapter 4: ....................................................................................................................... 19 How to Please by Maintaining Sentence Unity .............................................................. 19 Chapter 5: ....................................................................................................................... 22 How to Avoid Distracting Wordiness .............................................................................. 22 Chapter 6: ....................................................................................................................... 26 How to Please Readers by Making Sentences Complete ............................................... 26 Chapter 7: ....................................................................................................................... 30 How to Present a Clear and Definite Point of View........................................................ 30 Chapter 8: ....................................................................................................................... 34 How to Follow a Logical and Convincing Order .............................................................. 34 Chapter 9: ....................................................................................................................... 38 How to Maintain Satisfactory Coherence....................................................................... 38 Chapter 10: ..................................................................................................................... 41 How to Maintain a Pleasing Economy of Language ....................................................... 41 Chapter 11: ..................................................................................................................... 44 How to Use Words Accurately and Forcibly ................................................................... 44 Chapter 12: How to Use Words With Pleasing Effect..................................................... 47 Chapter 13: ..................................................................................................................... 51 How to Avoid Trite, Overworked Expressions ................................................................ 51
Chapter 1:
How to Write Interestingly for the General Reader
You are a master of a certain skill, job or career. You need to write about some part of your subject that will interest the general readera person who knows little, if anything, about your particular work or business. Your goal is to interest the reader in what you are doing. Thus, you want to appeal to him strongly. Just what steps do you take? Appeal to Your Reader's Present Knowledge First and foremost, remember that you are writing for a person who knows little--if anything--about your subject. You have two principal tasks to do: 1) you need to interest him in your subject and 2) you need to tell him something new. The first step is to gain your reader's interest. Curiously enough, the best way to awaken his interest is to show him that he already knows something about your subject. The first step may seem difficult if you plan on writing about an unusual subject. In reality, it is not difficult. Even the most uneducated person knows something that will connect him with your subject.
Take, for example, the subject of "astronomy." What you are likely to write about is much closer to a person than astronomy is. When you begin to write on your subject, show your readerat oncethat he knows a something about the subject. In the case of astronomy, he knows about the sun, the moon, the stars, and the northern lights. He knows about the seasons, the ocean tides, the Big Bang Theory, and many other subjects related to astronomy. In the beginning of your article, show that these subjects connect to different aspects of astronomy. Make your reader feel that he is already well-informed. Appeal to Your Reader's Interests This leads us to the second step: 1) show the reader that he is deeply interested in the subject; 2) show him that it is important to have the information that you are about to give; and 3) show that his life will (in some way) be happier, perhaps more safe, if he has this information. Example: If we were writing about chemistry, we would first show the reader that he already knows the basics about chemistry. We would then show the reader that chemistry affects every part of his life. We could speak about how important chemistry is to pure foods, pure medicines, pure paints and oils, and how chemistry closely relates to the ordinary interests of the average person.
Take time to awaken your reader's interest in the subject. Show his real relation to the subject, but do not smother him in information. You can accomplish this in two paragraphs, but if you need more space do not hesitate to use it. Be Absolutely Clear Now that you have interested your reader in the subject, state your principal topic clearly and fully in a single sentence. You want to ensure that your reader understands the precise nature of your subject. Develop a full understanding about the subject little by little, assuming from the start that your reader knows nothing about it. Proceed simply from step to step. If you have a habit of using technical words, try to use simple words that an ordinary person will understand. If you find it necessary to use technical words, explain every technical word as soon as you use it, by writing an immediate definition after the technical word. Suppose you are a surveyor, you might write: "We placed a monumentthat is, a surveyor's markand moved to the next point." The general reader needs this immediate explanation of the technical term. If you fail to follow this one point alone, you will fail to reach your general reader. Use Pictures and Diagrams
To help your reader understand more about your subject, you must do more than use simple language and define technical terms. You must use pictures or diagrams. Number all the significant parts of any diagram and explain every number with proper wording or by using captions. Be Concrete Another way to make your facts impressive is to avoid using abstract language. Be concrete. Speak of things rather than of ideas, but remember that the idea is the thing you must help the reader to visualize. For example, if you talk about a machine, tell what the different parts of the machine actually do. Do not try to explain the principle on which the machine works. Your reader is interested in results. For example, if you write a general article about pumps, you would explain only briefly how the various parts of a pump act, and how the whole apparatus works. You would not give a full explanation of the physical causes (such as atmospheric pressure, etc.) that make a pump work efficiently, unless you can do so in simple language that your reader understands. Use Strong Emphasis
In writing for general readers you need to write clearly and simply, just as you would if you were talking to children. You need not write your general article so that children may understand it, but, at least, you must be clear. Make every point impressive in some way, making it stand out strongly so that it will awaken the reader's interest and lead him to think. In fact, make your reader think as much as possible. Present every point in such a way that it will appeal first to his interest, and second to his reason. Do not try to write in any affected or "literary" style. Leave out all attempts at fine writing, and write straight from the shoulder, simply attempt to tell the truth. Sum Up Facts At the end of your article for general readers, either sum up the facts that you have presented, or show the reader how he can use your information in his daily life. If he can use the knowledge, you have given him something of real value. Your article will stay with him, and it will have a lasting effect.
Chapter 2:
How to Write Pleasingly for Special Readers
Sometimes you need to write articles for readers who are as knowledgeable as you are in all points, except a specific point on which you are writing. You may be a physician who is writing about a certain type of treatment, or a lawyer writing on some point of law, or an electrician contributing an article to an electrical magazine, or a business woman writing for a trade journal. In such cases, your readers are likely to be as knowledgeable as you. They are familiar with the language that you are likely to use. They are familiar with your subject. Possibly they may think they know more about it than you do. You can see that you have one of the most difficult tasks in writing. It is easy to write for the general reader who knows nothing about a subject; but when you write for the highly educated, you must be certain of every word and you must have something new to say that will interest these well-informed readers. Omit All Needless Matter When you write for general readers you have to build up their interest in the subject in general. When you write for specialists you
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do not need to awaken interest in the general subject. Your readers are already interested in the subject. That is why they have become lawyers, or doctors, or electricians, or CEOs. That is why they subscribe to trade publications--perhaps the one which will contain your special article. You do not have to explain technical words--your readers are already familiar with a technical vocabulary. You do have to explain why your particular point is an important point. When you write for a general reader you must strike for clearness; therefore, you often repeat certain words and ideas. You go over the ground painstakingly, building up the reader's information little by little. In writing for specialists, you make your language concise; you omit all unnecessary matter; you focus your entire attention on one point. Such writing would not be at all clear for a general reader, but it will be most satisfactory for the specialist. Follow strictly the rule of omitting all needless matter. Do not try to build up your reader's interest step by step painstakingly, unless you are developing a somewhat obscure point. Use Statistics Freely You do not have to use pictures and diagrams as freely as when you write for general readers. In writing for specialists use tabulation as much as possible. Tables, charts and graphs effectively condense and highlight information. A table of statistics means more for a
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specialist than do pages of writing. In writing for special readers put all your statistics in the form of tables. Follow a Logical Plan Be careful in forming your general plan. Your specialist will be greatly displeased by generalized writing. Form your plan in a logical manner, and build up concisely what you have to say. Open Up the Subject In the conclusion of your article for specialists, open up the subject. "Opening up a subject" means showing your reader how he can continue your line of thought by adding it to his own knowledge or work. Thus, if you are a physician writing for a medical paper, you would conclude your article, either by summing up your thought, or by suggesting further research. How to Maintain Clearness at All Times Clearness is necessary in all business and formal writing. If you write clearly, you can communicate effectively with your readers customers, and clients. Tip 1: To gain the clearness that you desire, imagine that you write for a dull person, or for a careless person, or for a very hurried person.
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Write so carefully that such a person not only may understand, but also cannot possibly misunderstand what you write. Tip 3: To force your reader to understand, use words that he will know. Use plain, simple, homely, direct, forceful, emphatic words words that touch the heart, words that go home to the brain. Tip 4: Do not use long, bookish words, that you may know, but that may puzzle your reader. Tip 5: Use well chosen words that convey appropriate, suggestive and pleasant meanings. Tip 6: Use words that are clear in themselves, and that also carry with them suggestions that add to clearness. Short-Sentences Are Usually Clear Tip 3: Write short, forceful sentences. The long sentence is dignified, delightful and pleasing in many ways, but great sentence length almost always confuses the reader. Think of your writing as the army drillmasters think of their work--"make it snappy." Then you are certain to be clear. When you feel that a sentence or thought may cause doubt--that your reader may miss your point--have no fear of repetition. Repeat your thought in the same words--repeat it in other words--as many
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times as you think necessary to force your meaning home to the reader's mind. Tip 4: To be perfectly clear, say all that you have to say on the subject. Say it all, beginning, middle and end. Assume that the reader will understand only what you write, and that you must write everything that you have in mind. Completeness is a great aid to clearness. Write Clear Topic Sentences Tip 1: Begin every paragraph with a topic sentence--a sentence that announces your principal thought. If you do not begin every paragraph with a topic sentence, at least write a topic sentence at some other place in your paragraph than at the beginning, and write it so emphatically that it will be self-evident. Tip 2: Write on one subject at a time. Preserve perfect unity. Develop one subject fully and completely before you turn to another. Tip 3: Make the connection between your sentences, and especially between your paragraphs, entirely evident by the use of clear words of connection, such as "on the other side," "next after that," and any other words that show relationship of thought. Make Every Effort to Be Clear Tip 1: Do not use pronouns for which you write no antecedents.
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Tip 2: Avoid a tendency to use pronouns too much. Nothing is more fatal to clearness than using weak pronouns. Tip 3: Use as many nouns as possible. Nouns are names of persons or things, and the use of name-words always adds to clearness. Tip 4: Indicate your point of view, both the physical and the mental point of view, as strongly as possible. Then maintain perfect harmony with that point of view. Tip 5: Try, by every means in your power, to present in writing a perfectly clear picture that will create in your reader's mind exactly the same picture that you see. To do that, use as many striking words as possible. 1. Simple words 2. Well-chosen words 3. Short sentences 4. Repetition 5. Completeness 6. Unity 7. Coherence 8. Clearly express antecedents 9. Point of view 10. Many nouns 11. Logical order
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Use every device that will create clearness. Tip 6: Speak of things in the order of their importance, or of their position in relation to one another. Tip 7: Try to write so logically that you will make one thought follow another in natural order, and make all that you say lead easily to the same point of view that you have. Your reader may not understand unless you write so that he must understand. Assume nothing on his part. Force your thought upon the reader.
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Chapter 3:
How to Be Complete and Yet Brief
Completeness is one of the greatest necessities in business and formal writing. How many times have you failed to say all that you need to say! For example, you begin an important document; you lead the reader from your principal thought into developing ideas that you do not want to emphasize. As a result, you are obliged to write a complete revision. All this extra work is an added and annoying burden. You often say: "I wish I had the skill that some writers have, and could write fluently, correctly and completely at first. But that is a gift, and I am not gifted!" You are mistaken. You are gifted. You have natural fluency. You can easily learn to write correctly, and express yourself completely. No special skill is necessary. Here is the secret of expressing yourself completely. You will find this point one of the most helpful points in writing clearly and effectively. Write an Emphatic Topic Sentence
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Tip 1: When you begin writing whether it's an e-mail, article, advertisement, document or research paper write your topic sentence first, writing your principal ideas in a well-formed main clause much like a simple sentence. Main clause: We have recently received an unusual shipment of Persian rugs. Tip 2: After this principal clause, write a series of three, four, or five sub-divisions, expressing the separate divisions in single words, or in phrases, or in clauses. Your topic sentence will then read something like this: Main clause and five sub-divisions: We have recently received an unusual shipment of Persian rugs that are beautiful in design, exquisite in color, perfect in texture, guaranteed to be genuine oriental rugs, and certain to please you in every respect. Your topic sentence, expressed in this way, presents your complete thought. It is now impossible for you to sound incomplete, since your topic sentence says practically everything that you wish to say. Develop the Topic Sentence
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Tip 3: Now develop the sub-divisions of the topic sentence. Take up those sub-divisions one by one, and enlarge on every one at whatever length you please. In the sentence above we have five sub-divisions. You, therefore, write at least five paragraphs, if not moreone paragraph for every sub-division. You do not omit any sub-division because you have your topic sentence right in front of you; follow it as a guide. You do not express your thoughts in wrong order, because your topic sentence constantly shows the order that you should follow. Write a Conclusion The entire result is that you write fully and completely, and in exactly the right order to carry your thought to the best advantage. Now, what remains after you have developed the three, four, or five sub-divisions of your topic sentence? Tip 4: Round out your writing with some form of conclusion that will: 1) sum up what you have already said; 2) open up the subject by suggesting some new possibility; or 3) offer some inducement that will lead to action on the part of your reader. This simple method of first writing a topic sentence with several subdivisionsas many sub-divisions as you pleaseis one of the best guides for completeness.
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Chapter 4:
How to Please by Maintaining Sentence Unity
In a good sentence you express a single thought. Even in a compound sentence you express one thought, although you express that thought in two or more important divisions. In a complex sentence you also express one thought, although you express that thought in one principal division, and one or more subordinate divisions. The moment you cease to present one idea, and one idea only, you cease to be clear. If you say: "They brought the goods upstairs and I advertised today," you make no definite impression because you make no apparent connection between bringing goods upstairs, and advertising. You distract the reader by writing two apparently incongruous ideas. Centralize your thoughts in some way. Instead write, "They brought the goods upstairs, and I immediately advertised them for sale." The rewritten sentence shows connection between bringing goods upstairs and advertising them. It indicates that the dealer was not ready to advertise until he had properly placed his goods.
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We can still strengthen and unify the sentence: "I advertised the goods as soon as Charles brought them upstairs." 1. Avoid writing weakly-formed compound sentences. 2. Avoid placing inharmonious elements in a sentence. 3. The complex sentence, because of its subordinate clauses, may lead you far afield. 4. Avoid entangling your thought in a long series of words, phrases or clauses.
Avoid entangling yourself in a long series of clauses tied loosely to one another (e.g., "This is the house that Jack built."). Poor: He is the man who built the big store that stands on Main Street, which is the first street built by the pioneers who founded this city, which is the largest city that this part of the country, which is famous for its milk, which is known all over the world." The sentence loses unity through a lack of relationship of its parts. Every subordinate clause is correctly placed and modifies the word that precedes it, but the sentence, as a whole, is pointless and wandering. We need to break it down into a series. When you tempt yourself to write a series of subordinate clauses, remember this absurd sentence, and break your writing into a series of short sentences.
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In complex sentences avoid using too many subordinate clauses that they obscure the main idea. Weak: "He is the man whose wealth built up the town, which is the largest town in this part of the State." This sentence, while apparently closely connected in all its parts, is weak, because it turns the reader's attention in four directions toward "man," "wealth," "town," and "State." The sentence makes no single point. Revise it. Better: He is the man who gave money to build this town, the largest town in the State. You cannot make a mistake in sentence unity if you write on one subject only. Write every sentence so that you will produce a single strong impression.
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Chapter 5:
How to Avoid Distracting Wordiness
In the previous lesson on subordination, you learned about using unnecessary words. Here are tips on how to avoid them. Look at the following poor sentence: You, as a citizen of New York, and an automobile owner, are naturally and, of course, deeply interested in always obtaining the best results that are possible by the use of tires that are cheap, and that, at the same time, are durable. The whole sentence is distracting. It is burdened with words. It confuses the reader, and gives him no one strong idea. Cut out every unnecessary word. Bring the sentence to such limits that every word is absolutely essential. Better: As an automobile owner you want the best results from your tires. Now you have reduced the sentence to bare essentials. You have made every word strictly necessary; therefore, you have increased the emphasis.
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Here is another wordy sentence: You will be interested to know that 13 years ago this month, when the founders of our business first set out upon their work, they were fortunate enough to adopt a policy that the company has been wise enough to adhere to consistently ever since. The sentence is verbosefull of words. It leads to no strong impression. Cut out every unnecessary word, reduce the sentence to its lowest limits, and it reads: Thirteen years ago, when this business was established, the founders adopted a policy that has been adhered to ever since. In all business writing avoid unnecessary words. 1. Use condensed expressions: adjectives, infinitives, participles, phrases, and clauses. 2. Restrict your use of words, and you will be both clear and emphatic. You may be able to omit five out of every fifteen words that you write. 3. Omit every unnecessary word or phrase. Cross out words relentlessly.
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Naturally, you do not wish to write a sentence that is unclear. You want to write every sentence clear so that the reader must understand it. Study the two preceding lessons on subordination and wordiness, and you will learn some methods of writing clearly. You will write clearly if you avoid writing long sentences. The following poorly constructed sentence is both long and confusing: It may be that you have had an expensive purse stolen, but if you have not, you are fortunate and perhaps may experience this loss at any time, but the "Ladie's Protect-a-Purse" precludes to a great degree the possibility of theft, as any person who would stoop to such an act goes to a pawnshop or a thrift store to dispose of what he/she has stolen, but with the name, city and state interwoven in the texture, we at once keep one from seeking its possession by purchase or otherwise. If the writer had restricted the length of the sentence he would have avoided many mistakes. He might have made himself clear. As it is, we can't tell exactly what point the writer had in mind, or exactly what he meant by the last few lines. The writer could have avoided confusion if he had broken his thought into shorter sentences, and if he had condensed and subordinated. Better:
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You are always likely to have your purse stolen. The "Ladie's Protect-a-Purse" prevents such theft. We interweave your name and address in the texture of the purse so the would-be thief cannot sell the purse to a pawnshop or thrift store. Avoid Writing Long Sentences Do not allow yourself to write long sentences unless you can write long sentences grammatically and clearly. Remember that a short sentence is more likely to be clear than a long sentence. A long sentence is likely to lack clearness.
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Chapter 6:
How to Please Readers by Making Sentences Complete
Do not make the error of writing incomplete sentences. After you have written subordinate clauses, you may feel tempted to omit important parts of the sentence. Look at this: Because, of course, we are eager to keep your patronage, and we don't expect to try to sell you anything that is not of the very best quality. The quotation is only a fragment of a sentencenot a complete sentence. It indicates a causal relation that is incomplete. The writer has omitted a main clause, or else the writer has written a main clause as though it were subordinate to something else that he had omitted. If the first is the case, you may revise the sentence as follows: We are sorry that we displeased you. We are eager to keep your patronage, and we don't expect to try to sell you anything that is not the very best quality. If the second is the case, you may revise the sentence as follows:
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We are eager to keep your patronage, and we don't expect to sell you anything that is not the very best quality. You could also revise the sentence as follows: Because we are eager to keep your patronage, we will not sell you anything except of the best quality. Do Not Omit a Principal Clause When you begin a sentence with any subordinating word, such as "when," "while," "because," "if," "for," "though," "although," and the like, be sure to write a principal clause later. Thus, you would not write: "When we entered the store and noticed the vast array of glass and china stretching away into pyramids glittering on every side and making a scene of resplendent beauty." Make every sentence complete in every link. The quotation is not a sentencelong as it is. It is only a subordinate clause introduced by "when." "When we entered the store...." Well, what happened?
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OR
When we entered the store we were astonished by the spectacle.
When we entered the store and saw the spectacle, we were astonished. The entire expression introduced by "when" must depend on a main clause. Any subordinating expression may lead you to write an incomplete sentence. Adjectives may lead you to write poorly, as follows: Elaborate in design, artistic in appearance, attracting the public, and worthy of the consideration of every business man. This is just a series of adjective expressions. What do they modify? From the sentence alone we cannot tell. Make Every Sentence Clear Write your sentences so that every sentence is crystal clear. You might begin the above sentence as follows:
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The store is attractive, elaborate in design, etc. or you might write: Attractive, elaborate in design, etc., any businessperson would consider the store worthy. Using a phrase may lead you to write an incomplete sentence. On the upper balcony among the books, pictures and works of art that have come from Europe. You should write: On the upper balcony you will find yourself among the books, pictures, and works of art that have come from Europe. Without a main clause the sentence is meaningless.
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Chapter 7:
How to Present a Clear and Definite Point of View
In all your writing indicate your point of view. You can use two kinds of point of view: mental point of view and physical point of view. Physical point of view is the place from which you look at an object or a view. You say: I stood at the window, and looked at the crowd. The window is your point of view. Everything you write after must conform to what you could actually see from the window. It is incorrect to write: I stood in the window, and looked at the crowd. On the roof of my building a group of people were looking down into the street. In the first floor hallway three children were on the floor playing with Legos. Once you announce your point of view, keep it consistent, unless you announce a definite change.
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Example: I stood at the window and looked at the crowd. Then I went to the roof of my building, where I saw several people looking down into the street. From there I went into the first floor hallway, where I saw three children playing on the floor with Legos. Indicating different points of view removes all difficulties. Physical point of view may include three kinds: fixed, changeable, or moving. Fixed Point of View When you write with fixed point of view, you maintain one point of view throughout what you write. If you begin by saying, "I stood in the window," you confine yourself to what you could see from the window. You can indicate what you saw in the foreground, at the right, at the left, and in the background. The subject Always indicate your physical or mental point of view to present the subject to the reader.
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When you write a description, indicate your point of view at once; then speak about the most prominent object that attracts your attention, and indicate its position at the right, at the left, the foreground, or the background. Changeable Point of View A changeable point of view is one that we move from one place to another, as in the first example concerning the window. The point of view was first in the window, second on the roof, third in the first floor hallway. We can base one paragraph on several points of view, if you relate those points of view. In the above examples, we based everything on "seeing." Moving Point of View A moving point of view is one that continually moves. You sit at a car window. Your point of view is moving constantly, and you describe what you see from moment to moment. Example: "As I sat at the car window, speeding over the landscape, the whole country unfolded before me. Rivers flowed by, little villages appeared and disappeared, and finally the great broken summits of the mountains loomed in the distance." Mental Point of View
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A mental point of view is your mental attitude toward a subject. It may express pleasure or displeasure. You indicate your attitude in a few brief words at the beginning of a paragraph: I have never been strongly in favor of cheap labor. Such an expression, given at the beginning of a paragraph about labor, indicates the writer's mental attitude toward the subject. Example: I have a peculiar fascination about oriental rugs. The writer indicates at once that he is fascinated by oriental rugs, and that he will write sympathetically about them. Whatever you write, indicate some point of view, either physical or mental, and write consistently according to that point of view.
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Chapter 8:
How to Follow a Logical and Convincing Order
Many writers are careless about the order in which they express their ideas, and yet the order in writing is important. All people think along certain familiar lines. Write according to the familiar laws of thinking. Follow Time Order One way people think is according to "time order." Writing in time order means to write in the exact order the events happen, as in the following sentence: The special sale had no sooner been advertised than crowds of people rushed to our store and began to select purchases from the thousand and one bargains that we offered. Because of the popular demand, we decided to continue the sale. You may write an expanded paragraph, or even an entire book in "time order." Time order is effective and convincing. Follow Space Order Another way in which people think is according to "space order." They think about the relation of one thing to another in position. "At
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the right," "at the left," "in front," "behind," "on top," "in the middle," "below," express how frequently people are interested in space order. When you write a description or an explanation, follow "space order" using definite words to indicate the situation of objects. Example: The president's desk was in the middle of the room. At the right sat his private secretary; at the left were two researchers busily at work; and before him, at any time of day, you might see three or four stock analysts engaged in conversations. The importance of a subject also influences how people think. They prefer to think about the most important subject first, the second most important subject next, and the least important subject last; or else they like to think in exactly the opposite way: the least important subject first, the next most important subject next, and the most important subject last. Follow these methods, and write whatever you have to say in accordance with them. Follow Inductive Order People like to think inductively; that is, thinking about a number of different points that lead them little by little to a new conviction.
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Example: Three years ago you became one of our credit customers. After a month went by, you decided to trade with us because you found our prices low, our goods guaranteed, and our service helpful. Our excellent business practices convinced you to trade with us. Follow Deductive Order Another order of thinking is the deductive order, perhaps the most common of all. In deductive thinking, a person begins with an established belief. He takes a new thought, and finds that he does or does not fully believe in it. He arrives at the conclusion that the new thought is worthy, or not worthy. An established belief: You want to shop at a retail store where you can find the lowest prices and the best customer service. A new thought: Thousands of satisfied customers in the past twenty-five years will tell you that our store offers you low prices and excellent customer service. The new conclusion:
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If you talk with any of our customers, they will tell you we are the best store around. We used three steps in deductive thinking: one, the major premise, or principal proposition, which might be: "To sell quality merchandise will increase sales"; two, a minor premise, or secondary proposition: "I will sell quality merchandise"; and three, a conclusion drawn from the two: "Therefore, I will increase sales." Try to write according to any order suggested above. Every order is logical and convincing.
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Chapter 9:
How to Maintain Satisfactory Coherence
Coherence is the process of relating one thought to another, the "sticking together" of thoughts so that what you write will belong together, as one expression. A coherent paragraph or article is harmonious and unified. It carries the reader's mind from point to point without effort, and leads to clear and logical thinking. Whatever you write should have the quality of coherence. You can gain coherence between sentences and paragraphs by using reference words, such as: If So Although On the other hand Nevertheless Next First Last Besides Moreover However
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After all On the contrary Such words unite one sentence, or one paragraph, with another just as the mortar between bricks holds the bricks together and forms a solid wall. Pay close attention when you use reference words to connect your thoughts. Among reference words are pronouns: he, who, which, that, etc. Be careful to write an antecedent for every pronoun that you use. Clearness, Unity and Emphasis Aid Coherence You can gain coherence by repeating words, particularly nouns. In the beginning of a paragraph repeat a word (especially a noun) that you might use with striking effect in a preceding paragraph. Maintain coherence by using words of connection (1, 2, 3, 4, 5) and relation that will link your thoughts (A, B, C, D, E,) together. Place modifiers close to words that they modify, so that no other idea can intervene between them. Place modifiers next to the words that they modify, and you will produce more coherent writing.
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Confine yourself to one subject at a time. Write on one idea, and one idea only, until you have expressed yourself fully and forcibly. Absolute unity usually leads to excellent coherence. Follow one method of treatment. Do not change your style, your general method of writing, or your mental attitude toward the subject. Be consistent. Your consistency of treatment will result in coherence. Do not leave coherence to chance. It is as necessary for you to make your thoughts "stick together" as it is for a bricklayer to make his bricks unite in a solid wall.
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Chapter 10:
How to Maintain a Pleasing Economy of Language
People are often economical in money matters, and utter spendthrifts in words. They write hundreds of unnecessary words. They confuse their readers in mazes of sentences, and unnecessarily burden readers. All this is wasteful in itself. Worse than that, it is ineffective. 1) To be highly effective, economize in words. The person who wastes money, and the person who wastes words, are equally inefficient. 2) Omit every word unnecessary to express your thought, or to its proper emphasis. 3) Leave out needless prepositions. 4) Limit your use of pronouns. 5) Reduce the number of your adjectives and adverbs. 6) Read over whatever you write, and cross out whatever you did not need. You will find that you can say in two hundred words what you have written in a thousand words. Practice this cutting down for a few days, and you will soon write economically without the need of revision.
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Omit Needless Details Omit all needless details. Many people, when they attempt to tell a story, or to describe something, feel obliged to put in every detail. What is usually needed is to produce a general effect. Use only enough details to produce your general effect; then omit the rest. This is especially important in telling a story. Do not tell everything. Leave out the insignificant events, and tell only those events that have striking meaning. Never fall into the habit of making long, involved explanations. When you have something to explain, explain it crisply, in a few words. Make it pointed. The long explanation tires and bewilders the reader. Omit every word that is not essential. You will reduce space and increase power. When you write an argument, do not pilestock argument on argument, until you tire and displease your reader. The moment you have proved your point, stop presenting further arguments. To say anything further is to confuse rather than to convince. Write Concisely Try to form the habit of writing epigrammatically.
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An epigram is a short expression somewhat resembling a proverb. An epigram is the statement of a great thought in few words. 1. Honesty is the best policy. 2. A pleased customer is the best advertisement. Notice, in the writing of all prominent leaders, the striking use of epigram. One of President Wilson's epigrams: "The world must be made safe for democracy..." was heard around the world and will live for years. It is not easy to write epigrammatically. An epigram is the greatest crystallization of thought. Try, little by little, to learn how to say a great deal in a few words. You will likely gain the power of writing epigrammatically if you read the works of writers like Carlyle, Franklin, or President Wilsonmark the epigrams, and think about every one. Your objective, at all times, is to say as much as possible in as few words as possible, to reach and to impress your reader.
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Chapter 11:
How to Use Words Accurately and Forcibly
Your choice of words is important in conveying your thought. Your whole effort is to carry your thought over into the mind of the reader. You must choose exactly the right words. The best words are usually the simplest wordseveryday, homely, familiar words that people know, embrace and understand. You will reach far more people by using such words than if you use long words that only a few understand. At the same time, do not use common-place expressions that have been used so much that they have lost their value. Whatever the expression may be, if you find that it is altogether commonplace, do not use it. Find a new and more forceful expression. To be accurate, you must not only use words that people will understand and appreciate, but also words that will carry precisely your meaning. Study Synonyms English has a great number of words that are somewhat the same in meaning. Such words are called synonyms. No two words have
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precisely the same meanings but many have somewhat the same meanings. Such words are the following: (a) Hardworking Industrious (b) Able Competent Clever Faithful Skilful
Although the words in each group have similar meanings, every word has a particular and definite meaning of its own. Do not always say that a person is "clever." If his work reflects a mechanical nature, say he is "skillful." If his work reflects judgment, or general ability, say he is "competent" Whatever the case may be, choose precisely the right word. Study Antonyms Antonyms are words that are opposites in meaning. Such words are: Well-lighted Poorly-lighted Skillful Bungling Trustworthy Dishonest Highly-polished Roughly-finished Educate yourself with a large number of antonyms so that you can use them as expressively as you use synonyms. You will have the flexibility to express yourself more accurately.
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Use Specific Words Use specific words in place of general words. A specific word is a definite, precise word. A general word is a word that includes a large number of objects:
Machine Lamp Book Building Publication Lawnmower The Yard Man Push Mower Desk light Jensen Metal Table Lamp Diary Harry Potter and the Half-Blood Prince Home Brian Scott's Residence Monthly magazine Popular Science magazine
A specific word carries definiteness of meaning; a general word gives a vague impression. Use specific words habitually to make your work accurate. Use Appropriate Words Use words that are appropriate. The word that will do for one occasion may not do for another. The words that will reach one class of people may not appeal to another class. In speaking to children you must use appropriate words. Bear this in mind when you write, and use words that suit your subject and your readers. By these methods you will make your thought definite, and your readers will understand you.
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Chapter 12:
How to Use Words With Pleasing Effect
It is insufficient to use words accurately and forcefully. Accuracy and force carry conviction, but accurate and forceful sentences may lack the element of personality. Some writers have more influence over you than others have, not because they use precise words, but because of the way they write and speak. An indefinable personality reaches out toward you, and holds you at once in a bond of sympathy. Express Your Personality 1) In all your writing, try to inflect your words with a pleasing, kindly, human, sympathetic personality. 2) Select words that represent your real-self, not a mechanical, machine-made self, but a living, breathing personality. 3) Read books that convey pleasant impressions of personality. Ask yourself why those books speak with unique personality. Then imitate their methods as far as you can.
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Use Simple Words 4) Using short, simple words conveys personality effectively. Short, simple words are the words of home, of family, and of friendship. Such words carry your personality much better than do pompous, learned words. Never be afraid to use plain, simple words. 5) Always prefer short words to long words. Use words that appeal to people of comparatively slight education. There is a place for long, sonorous, technical words, but that place is somewhat exceptional. Write almost always in short, simple words.
How to Use Words Definitely It is also necessary to use words definitely so you can sharply point out one definite and specific object or idea. The first method of using words definitely is to use words concretely. A concrete word is a word that names a single, specific thing. It is a specific word, rather than a general word. Use Specific Words Previously, you learned that using specific words leads to accuracy of expression. Instead of saying, "The machinery," be accurate, and name the exact part of the machinery that you have in mind. Instead of saying, "Some part of the apparatus," name the precise part.
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Instead of saying, "A house," name the precise house, and its location. Instead of saying, "An interesting person," write adjectives that say exactly how the person is interesting. Be definite and precise. This is much more than being accurate. It is going further than just accuracy. It is being absolutely definite. Write in that way, making every noun definite, every adjective and every adverb sharp and clear-cut. Not only will you interest your reader, but you will also convey your message. Use Appropriate Words Use words that are appropriate, not alone for the sake of accuracy, but for the sake of awakening a precise picture, or developing a clear understanding of what you write. If you write to a technical person, the most appropriate words that you can use may be technical words. If you write on the same subject to an ordinary person, the least appropriate words may be technical words. Think about your reader when you write. Do not have one language for everybody. Meet your readers on their own ground. Adapt yourself to one and all, and your words will be definite, and your language will not be vague, nor obscure. It will carry its message. Use Vivid Words
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Use vivid words, words that ring with meaningsharp, clear-cut words that make scenes, objects, events and ideas equally striking. Read Rudyard Kipling's short stories, and notice the vividness of his language. Read the best advertising matter in magazines of the better class, and notice the vivid use of words. Whatever you find worthy of imitationimitate. 6) Make yourself a master of synonyms. In a previous section, we learned about synonyms. It is worth your time to have more than one word to express your idea. Do not write with an impoverished vocabulary. Put much money in your bank account, and many words in your brain. With money you may buy all things that please. With words you may gain not only wealth, but also what we all desire in life influence and power.
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Chapter 13:
How to Avoid Trite, Overworked Expressions
Many words and expressions, once thoroughly praiseworthy, have been used so frequently that they have lost their power. Such words are trite and overworked words. Make an effort to use words originally, not in the combinations used by everyone else, but in new combinations that make them sound fresh. Some Trite Expressions Some expressions that are particularly trite appear in letter writing of the cheaper sort. Such expressions are the following: It gives me pleasure In the meantime Favor Instant Recent date At hand Beg Remain Herewith Kindly Replying I wish I believe Hoping you I can furnish Allow me Regarding As to Personally By reason of
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Avoid all expressions that appear so frequently that they seem to have no definite meaning. Do Not Overuse Any Expression Do not over-use other trite expressions that appear frequently outside of formal writing. Some of those expressions are as follows: After all Blue blood To come to pass To make bold Bear in mind At best Drive into a corner Dispose of Giving in Give up Take up It will go hard with Get the upper hand Against the grain It goes without saying Heart and soul
Don't use the same words or expressions over and over again monotonously. Draw him out In evidence A feather in his cap In good faith Playing fast and loose Making game of Fall short
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A far cry Forcing my hand On my guard Breaking ground A point of honor With a high hand In the thick of It hangs fire I have it at heart High and dry Hush up To make matters worse From head to foot Beside himself I have a mind to In general, avoid any expression that writers have overworked and overused. Train yourself to coin expressions of your own. At the same time take advantage of coined expressions that have retained their force. When you write naturally, you need to write in an individual manner. You need to make whatever you say stand out sharply and originally. You can do so by having a command of synonyms and a good grasp of vocabulary. 1) When you meet a new word, learn its meaning. 2) Have access to a dictionary, and refer to it constantly.
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3) Make it your daily effort to learn two or three new words. 4) Your elastic vocabulary will keep you from using words in a stale, commonplace manner. Give your language life, virility and strength. You will then have pleasure in writing, and your readers will have pleasure in reading.
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How to Write Clear, Concise and Simple Sentences that General Readers Love!

written by Brian Scott http://www.LousyWriter.com

When we entered the store we were astonished by the spectacle.

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