The Case for Simpler Language in Business Communications
Leah Swearingen, APR

Mark Twain said, "Few sinners are saved after the first twenty minutes of a sermon." With his acerbic wit, Twain illustrated the benefits of using an economy of words when trying to influence or motivate others.

Most businesses could benefit from Twain's advice. We live in the age of skepticism. Sophisticated and cynical consumers no longer tolerate long-winded rhetoric from organizations seeking their business.

Moreover, the Internet, 24-hour cable, and an interminable stream of direct mail compete for our attention. Even if a company's message breaks through this onslaught to reach its target, it is improbable that the recipient will respond to anything overly complex or rambling.

A recent article in the New York Times described a resurgence in the Plain Language movement, something that every business should consider. The movement promotes short, conversational sentences and disdains jargon. Plain Language differs from other good writing in its emphasis, which is on the reader. It stresses the following:

  • Engaging the reader
  • Organizing according to the reader's interest
  • Leading with benefits to the reader
  • Establishing the right tone
  • Passing the "So What?" test
  • Writing to inform, rather than to impress

Aristotle Was Right

Thousands of years before the Plain Language movement, Aristotle provided similar advice about persuasive communications. According to Aristotle, "Style to be good, must be clear; clearness is secured by using words that are current and ordinary." Clarity and a natural style, therefore, are key to making one's case.

Many highly educated professionals understandably balk at using everyday language in their communications. After all, the academic settings in which they earned their degrees venerate advanced vocabularies and complex arguments.

Not so in most business settings. Today's workforce must process a staggering amount of information. With the exception of industry-specific events, most audiences are turned off by jargon or pretense. And simple prose is not equivalent to "dumbing down." Simple prose can be the hallmark of a caring and competent writer. Consider Abraham Lincoln's 300-word masterpiece, "The Gettysburg Address," as one example.

Bottom-Line Results

Many organizations that have embraced the Plain Language movement have seen a positive impact to their bottom line. The Veterans Benefits Administration expected to save $500,000 a year after training its life insurance division to write more clearly. The response rate on of its letters shot up to 62 percent from about 35 percent, according to the New York Times article. Financial organizations such as the SEC, accounting firms, bar associations, and others around the world are embracing this trend.

The best writing is the result of painstaking effort, rewriting and editing. It shows deference to the reader. It recognizes that narration is not necessarily the same as communicating. And by using an economy of words, clearer language can deliver an impressive economic return.