2013 Nonprofit Marketing Trends: How They'll Affect You | Nancy Schwartz, Nonprofit Marketing | Getting Attention

This article, Part I in a review of of 20 marketing trends, focuses on five of them. One of those five, in particular, would benefit from an approach to clear, concise writing that I discuss frequently: using plain language, aka plain English.

The trend, as Schwartz refers to it, is Prediction #3: So Speak Like a Human. A second trend that would benefit from using plain language is Prediction #2: Relevance Rules.

Plain English is an approach to writing that concentrates on the needs of readers.  Plain English matches the needs of your readers with your needs as a writer, leading to effective, efficient communication. It is effective because your readers can understand your message. It is efficient because your readers can understand your message the first time they read it.

Plain-language principles emphasize the thoughtful choice of familiar words people will understand. And they emphasize organizing those words in easy-to-read sentences, paragraphs and documents. 

But before choosing and organizing those words, plain-language principles emphasize getting a thorough understanding of the expected readers--their interests, knowledge about the topic, and so on. And they emphasize selective use of information to fulfill the purpose of a document that's aligned with the reasons people would read the document.

For more information about plain language plain English, visit Garbl's Plain English Writing Guide. It covers these seven steps:

• Focusing on your reader and purpose
• Organizing your ideas
• Writing clear, effective paragraphs
• Writing clear, simple sentences
• Using suitable words
• Creating an enticing design
• Testing for clarity.

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The Schwartz article is featured today, Dec. 13, in my daily online paper, Garbl's Good Cause Communication--available at the Nonprofit Communications tab above and by free email subscription.