Clear writing is extremely important.
The English Farm teaches communication. Our clients are non-native English speakers. We exist on the Internet, so our learners are easily distracted. We target professionals who are pressed for time. With all that in mind, here is our style.
- Get to the point.
- Use the minimum amount of language.
- Favor short sentences. Favor active, declarative sentences.
- Favor actionable verbs and concrete nouns.
- Avoid unnecessary words. If a sentence seems fuzzy, try taking out adjectives.
- Use straightforward words.
- Use idioms and flowery language intentionally and sparingly.
- Use jargon and business-speak to access specific ideas that the reader will understand. Do not use vague language or buzz-words like “empower”.
- Avoid teacher-specific language. Do not use highly specialised words.
- Say what you mean.
- Be professional and polite, but with warmth and personality
- Mean what you say.
- Do not try to reach all people. Rather, use language that will cut through the noise and reach our type of learners.
- Assume the readers are professionals. Write content that respects their knowledge and intelligence.
- Use a respectful tone.
- Be friendly. Our writing should be a pleasure to read.
- Be understanding. Connect with readers.
- Solve problems.
- Be reader-centric. Focus on solutions our clients need, not features we want to sell.
- Understand our users’ problems.
- Be opinionated about which solutions are best.
- Know when to finish.
- Define the scope.
- Stop when you’ve reached it.