Plainly Speaking

Plain language is a valuable tool to help writers create content that helps readers understand complex ideas. Using this tool effectively means that a writer is creating content from the reader’s view point to try to answer any questions readers might have. Plain language helps with readability of content. So why isn’t plain language used all the time to create content? My view is that if a reader can quickly find the information they need, they are more likely to buy the product or service that my organization offers. But adopting the concepts plain language is still a new (but growing) phenomenon instead of a part of everyday content creation.

Progress has been made in adopting plain language concepts by organizations around the world. According to Leslie O’Flahavan, plain language became federal law in the United States, at least for government agencies, in 2010. Though we don’t hear about plain language being used, outside of aircraft maintenance, I’m sure that plain language has been incorporated into our daily lives through advertisements and instructional guides. Both examples have a purpose and often times have limited space to accomplish that purpose. Using plain language helps to relay a message in the simplest terms possible which could reasonably save space. Likewise using plain language for these purposes can leave a good impression on customers and clients which leads to new and repeat customers.

One thing that surprised me is how varied readability tests are. Using the readability test software by Datayze showed how unreliable readability tests are because each test type uses different scoring mechanisms. One document may score as readable by fourth or fifth graders on one test while the same document may score as readable at a college level on a different test. It seems that each readability test creator focused on broadly applying their own research results, taken from a narrow subset of people, rather than actually trying to make writings easier to read.

Having little experience in creating content using the concepts of plain language, I can see how plain language is a useful communication tool. As such I would love to practice using plain language more often.

Tone of Voice

A key component of the content that an organization or individual creates is the tone of voice that content presents. Using the right tone at the right time is important to how an organization presents itself through content. When choosing a tone, context matters especially in business because tone is a key component of brand voice and brand identity. Tone sets the stage for how customers and clients see an organization. While an organization may use a specific tone for their brand voice, the context of the content matters. I wouldn’t use a funny tone while telling a client that their data had been breached. A funny tone is highly inappropriate in that context but could be appropriate for creating an advertisement.

Prior to taking this class, I had some understanding of what tone is but not really a whole lot. I didn’t really understand that by changing the wording, punctuation, or sentence formation that a content creator could change the tone. I had no concept of the four dimensions of tone and to be honest I still don’t fully grasp the concept. I’m sure that with practice I will have a better understanding of these concepts and I’m excited to learn more.

Looking Forward

Over the last two modules we have covered a lot of concepts that are new to me. The instructional material definitely created a few new wrinkles on my brain. Though I’m still new to the concepts of plain language and tone of voice, I can see the benefit of learning to use them in my own writing. Using plain language will make the content that I create easier for my readers to understand. Likewise, knowing how to use tone to create a positive perception of my organization or my own personal content makes me a stronger writer.

Since I’m pursuing a career in content development, management and strategy, understanding the concepts of plain language and tone and how to apply them effectively, are critical skills to have. I’m excited to develop these skills and potentially stand out amongst the crowd when applying for positions with an organization.