“Few appreciate brilliance, but everyone appreciates clarity.”
I came up with that line on Twitter, and thought . . .
Why waste it there?
Here’s the quick and clear guide to clarity in writing:
Short words are the rule that makes your exceptional words sing.
Short sentences make powerful points faster.
Write like you talk, except better. Better words, better arrangement, better flow.
Know the rules of grammar, then break them like people do. But better.
Clarity comes from deeply caring if people truly understand.
About the Author: Brian Clark is founder of Copyblogger and CEO of Copyblogger Media. Get more from Brian on Twitter.
Reader Comments (106)
Sean Platt says
Only Recently. But I’m getting better.
Shane Arthur says
supercalafragalisticexpialadoshus textual advisory data, Brian Clark.
ie, Thanks dude.
Eugen Oprea says
This is perfect!
Short and clear.
Susan Martin says
“Omit useless words.”
– from The Elements of Style by William Strunk Jr. and E. B. White
Mike CJ says
I do. Thank you.
Chanda | BizDharma.com says
Yes nothing can challenge simplicity.
Clear and to the point thoughts are easier to communicate and easier to remember. Period !
Your quote, a gem!
This is one of the most short post, but it has a solid meaning. Not much to say and have the right targets.
Jan O'Daniel says
Indeed. Here’s my favorite example of clear, concise writing: Pass with care.
james A says
Not the level of depth I look forward to reading and have grown acustomed to expect. There is obviously much more to say on the subject, though I acknowledge the humor and point to writing a clear concise blog on clear concise writing.
Webcopywriter Charleston says
You’re right on about clarity. When you get clear on your brand message and what your trying to say in your writing, you will connect with your target audience.
Lucy Thorpe says
Read your work out loud.
I used to write for radio and that is the first rule.
Quick. To the point.
Brian Clark says
James, see the related post section for more depth on clarity. 😉
I love #3–a new twist on Wm. Zinsser’s “What am I trying to say? Have I said it?”
When you care enough about readers to make yourself understood, you choose the most apt, direct and conversational language possible.
Brevity is the soul of wit.
Sean Horrigan says
Short and sweet is where it’s at my friends.
Benjamin Rama says
Sean Lyden says
This is a terrific post. Clarity = Connection. A common trap for copywriters is to obsess with creativity (for creativity’s sake), which increases the risk that their copy will lose their audience — and lead to disappointing response rates. Simple, clearly written copy that connects with your audience and guides them to respond the way you want them to will always win over “creative-obsessed” copy.
Sharon Eden says
Your blog elegantly and precisely does what it says on the tin. Delicious!
Bamboo Forest - PunIntended says
I like your emphasis that clarity comes from deeply caring if people truly understand.
Lucky for me, I don’t publish a post until my brother has looked over it. And vice versa. No matter how well intentioned we are, we may think a particular sentence is crystal clear when in truth, it’s not.
Pamela Wilson says
People have thanked me that my blog posts and newsletters are short! Brevity and clarity are so important, especially in the crowded web space.
UGC Victory says
I try to stay short. Really i do, but i tend to be less clear the shorter that I am. It takes me a few more words than most.
Archan Mehta says
Thanks for the post, which is spot on.
Use words and idea to communicate, not to impress.
Just like the KISS philosophy=Keep It Simple, Stupid!
Use language sparingly and avoid flowery language, especially when writing for your target audience.
Convey complex ideas in simple language. Be accurate.
Ray Randall says
Brief messages can answer needs or leave readers in a quandary. Whether writing a short story or novel, emotion and message walk and talk when the best word is used.
Passion, courage, conviction, and caring send sparks flying.
Words are life, light, and salvation.
Brevity. If it can be said with fewer words, say it with fewer words. Expand as much as necessary then leave the podium.
Laura Sultan says
Succinct. Love it.
Brian Satterlee says
I knew I had omitted a good blog on my list of blogs I read so I added you to my reader… I’ll have to go back and add you to my list.
I often have to read, reread, then reread later to make sure my meaning is clear. I usually post a couple of days in advance so I have time to reread a post before it goes onto the blog.
I just gotta get rid of those fluff words…
Brian Clark says
Thanks everyone for the comments.
Just wanted to point out I never said the content itself must be short. Brevity doesn’t mean short, it means no longer than necessary. 😉
Jonathan-Atlantic MMA, Inc. says
That was fuckin’ beautiful bro
Kristin Marquardt says
Short, clear, concise. I like especially the part about caring that others understand what you write.
A fantastic way to write clearly is to go back and cut every single unnecessary word or phrase from your copy. The fewer words, the better your prose.
that was fresh and vitalising. essence of commune-i-cation.
Joshua Black- Underdog Millionaire says
Yep, that’s the key… writing like you talk. I like to use a little trick that I learned from copywriter Ben Settle. He says that he pretends that he is writing his periodic emails to his grandmother. This way you don’t say anything you’ll regret too much, and you have to make sure your audience gets what you are trying to say, even if it’s technical.
Frank Green--The Bard Society says
Very subtle: “Know the rules of grammar, then break them like [sic] you do.”
Brian Clark says
Frank – 🙂
Also note the switch from “except better” in the line before to a sentence beginning with “But” (sticklers for grammar hate that).
Short and sweet. Perfect.
Lexi Rodrigo says
I’m all for clarity, Brian. However, I think people tend to be more impressed by brilliance than by clarity. What do you think?
Brian Clark says
Lexi, I’m brilliant all the time, and hardly anyone notices. 😉
Jon-Mikel Bailey says
I learn so much from Brian Clark, daily. Zen master of blogging!
Kids Soccer says
LOL, I have the same problem Brian. 😎
Naomi Hamm says
Yes I really feel that what you say is basicaaly true.
Short and sweet. Less is best. Show don’t tell. Certain elements work while others don’t work.
Proper English and grammer, as well as Correct spelling leads an editor, publisher to believe you are highly quailified and professional.
Gone are the days when folk such as Margerat Mitchell could ship off a manuscript that was as badly damaged as hers, wrinkled, crinckled, coffee stains.
But in consideration of her journalisitic achievements and her grand reputation, is it any wonder that David O Selznick fought and won to produce, direct and sometimes write and bring onto the silver screen a masterpiece of noteworthy value still alive today as it will be tomorrow.
Be concise and steady in your writing. You’ll always be in demand and have plenty of readers who will go out of their way to buy your works and to seek you out in at book signings.
Naomi Hamm says
I like to read writers whose flow and continuity and easy reading compells you to forget about cooking or cleaning, makes you late for work. Makes you turn off the Tv abd tune everyone out.
That’s what makes an authors book or poem, short story, etc a success.
You are what your readers like. They make you and they also can break you.
Joven Suobiron says
The writing style itself speaks of clarity…
Toni McNulty says
Clarity. Got it. Thanks!
I tend to be long winded ( something I totally recognize and something I’m working to improve) thus my blog posts and email tips seem to be long winded as well. So this year I am making much more of an effort so say important “stuff” with fewer words….as I ramble on here, oh boy.
FJ - No BS Blog says
Nice quote, here’s mine:
“Brevity breeds clarity”
Simren Deogun says
I consider myself both well-spoken and well-written (from years of honing both!) but I most definitely write better than I speak. So, to try and write like I speak would be a step back for me.
It doesn’t mean my copy lacks clarity but that by writing like I write I know that I will stay true to my style and my message.
Short, talk, care. Neato!
Robert Earle Howells — Surefire Writing says
@simren: Like you speak means authentic; not all writerly. Theme of post on my blog today: Authenticity v. Golden Globes.
2xtreme Blogger says
Fantastic. Short, sweet and carries many truths.
Lynne DeVenny says
When I started writing like I talk – but better – blogging became much more rewarding.
This is a must-read post for blawgers!
Demian Farnworth says
I care deeply. Hasn’t always been that way. Not until I learned that empathy, as you pointed out, is the trick to getting people to care about what you write.
Thanks a lot for your article.
I think all of us need to read and put it into practice.
Best regards, from Argentina.
Leon Noone says
G’day Brian, An elegant post practicing what it preaches. Thanks. In his 1968 book “The Technique of Clear Writing,” Robert Gunning lists his ten principles of clear writing.
Keep sentences short
Prefer the simple to the complex
Prefer the familiar word
Avoid unnecessary words
Put action into your verbs
Write like you talk
Use terms your reader can picture
Tie in with your readers’ experience
Make full use of variety
Write to express not impress.
You can buy a used copy cheaply at Amazon.
Best Wishes Leon
Dan Bossenbroek says
Thanks! Well said.
Blake Waddill @ probs blog says
Sometimes not enough is still too much. Especially for the sake of clarity…
It is short and great!
Let me try.
yeah, these are actually the simple but basic strategies to implement in one’s writing. Some people may belittle them claiming that simple language does not reflect one’s actual level. They Do reflect a level even better than the actual one as they make it easy to avoid many complicated and faulty constructions that the individual could not have a good grasp of
short and sweet !
Michael Aagaard says
This is revolution!
Makes sense instantly!
Pamela Sotir Beaudet says
Unfortunately, I DO write the way I speak, which is why I end up with too many useless words! My favorite part of the process is editing my own work and plucking out all but the essentials.
Now I’ll edit. Ready….
“I write and edit my own work.” Ta Da!
Shouldn’t it be “make” instead of “makes”?
Oh, maybe not.. I must think in a very bad grammar way. 🙂
Gabe | freebloghelp.com says
Generally speaking, most articles I read are way too long. Considering the simplicity of some of their messages, it’s amazing how hard it is for some bloggers to get their point across.
Yea Gabe, I hear you, and plead guilty. Please read my 34,000 word article detailing my tragic encounters with Brevity Deficit Syndrome.
Before the Net, I used to submit to the letters to the editor section of my local paper. They had a 300 word limit, which taught me (forced me) how to decide what exactly it was I wanted to say, and get on with it. Good exercise!
But now on the Net, no limits, no editors, oh my, it’s like a free open bar for word addicts.
Anybody here remember I-Sales Digest, one of the first online business journals? Anybody could submit a post, but the editor only ran the better posts. We could use more moderated discussions like that.
Pamela Sotir Beaudet says
I love your term “brevity deficit syndrome!” Maybe we should start a 12-step program.
I agree with Lexi: I think brilliance is more impressive than clarity.
Perhaps we can all agree that if you’re really brilliant, you can convey it clearly and concisely.
SEO Nottingham says
Wow, great post on writing copy, I’ve added this to my favs for future ref!
Keep up the good posts!
I guess most people write long articles because it give them a belief that long articles means got something to show, especially when it comes to make money online from blogging.
A 12 step program? Well, I’m not showing up for the meetings unless it’s at least a 212 step program. 🙂
This article = poetry.
Michelle Kafka says
A short brilliant piece that’s going in my favs. Thanks for the info.
James Lynn says
Hey Brian – love the post. Especially write like you talk, and breaking grammar rules. Those have always been staples of my writing.
Keep up the great posts!
I need to work on this a lot more.
mk akan says
just like Hemmingway…thanks for reminding
Fantastic. I love getting straight to the point.
And this raises one point. And thats Google.
If our articles are too short, Google could it to be duplicate. Duplicate because our links and text on every page becomes the bulk of page content.
Can anyone give guidance on this?
Perhaps it’s no longer part of Google’s equation…
Sonia Simone says
@Pat, a piece of advice that Brian’s been giving forever is this: write for readers first, Google second. Google robots don’t have credit cards. Google’s not going to ever become your customer.
In my experience, if your content is long enough to be useful to your readers, Google doesn’t have any problem recognizing it as unique. That’s assuming your site is properly optimized in the first place, but that’s not difficult for a blogger, particularly if you use a theme like Thesis that’s well optimized for SEO.
I wish all post could be that short! Perfect.
Catherine Caine says
It took me a little practice and a LOT of ego-shaving to get to that point, but I know my writing is better when there’s less fluff.
Johanna Brown says
Ego shaving, I love it, great phrase. Yea, that’s usually the job. Uh oh, I think my writing might need an ego lawnmower. Somebody draw a cartoon of ego shaving! 🙂
Kirby Rooks says
This may be the best thing I have read on the craft of blogging.
On the web especially, short, concise prose is the key to getting people to actually read your posts rather than scanning and moving on.
Knowlton Thomas says
Haha, clever, clear, and concise post! Good job mate.
Awareness Home Funding says
NICE. (lesson learned)
Glendon Cameron says
Frankie Cooper says
Crystal clear tips short, talk, care. Got it.
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