Writing Tips
This section provides some tips and tricks for writing clear and compact texts.
First decide what you want to say and formulate a core message
Answer these questions before starting to write:
- What do I want to say?
- What do I want to achieve?
- Who are my target audience?
- What is my core message or promise?
- Which response do I expect?
- Who is the sender?
Keep the reader awake using signal words
Signal words are words such as ”because,” ”so,” and ”to conclude.” These convey structure to readers.
Show what you tell or promise
Use photos, illustrations, icons and/or video to make your text more attractive. Choose images in line with your message.
Choose the right means, media and channels
Choose your means, media and channels depending on your goal and target group. One means, medium or channel can support another, for example when you combine an article with a video that summarises the text or gives it more depth.
Elaborate your core message
A short checklist:
- Does the headline cover the content of the text?
- Is the most important thing at the top? (Essentials first, more in-depth later)
- Is my writing concrete, specific and challenging?
- Do I give examples that make the text come alive?
- Can I get rid of unnecessary auxiliary verbs? (will, can, go)
- Can it be shorter? Are all the details necessary?
- Is my text in line with the house style and writing guidelines?
- Is the structure clear? (headline, introduction, paragraphs)
- Do I clearly say what I expect from the reader? (react, share,...)
- Does my text look neat?
Check, check, check
Finished writing? Leave it for a while and then go over both the content and structure again. Always make sure you have a reader, even if you are an experienced writer.