5 Steps for Writing in Plain LanguageTips and tricks for using clear, plain language that engages readers

Plain language is an important strategy in addressing health literacy. By making health information easier to understand, we can help people take actions to improve their

health. At Healthwise, plain language is at the core of everything we do. It’s been a part of the single

mission we’ve stayed true to since 1975: to help people make better health decisions.

Engage more of your members and patients by using these 5 steps for writing in plain language. >

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1

Know your audience.

You can’t reach your audience if you don’t

know who they are.

> Who is your primary reader? Are there others?

> What is the purpose of the document? What do you

want the reader to DO with the information?

> What does the reader NEED to know?

> How is your reader likely to react to the information?

Don’t forget that visuals are important, too. Check them

for diversity and inclusiveness, such as race/ethnicity,

age, gender, socioeconomic status, and body type.

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Tip: After you figure out who your audience is, ask these

questions from their point of view:

> What does this mean to me?

> Why should I care?

> What do I need to do about it?

This will help you craft your message for your audience’s needs.

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Organize for your readers.

> Start with the most important information.

> Make the purpose of the document clear.

> Use headings and subheadings

consistently.

> Answer questions in the order the reader

will ask them.

> Make sure that readers can quickly and

easily find what they’re looking for.

2

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Organizing with headings:

> Use subheadings to guide the reader through your document.

(Think of them as signposts.)

> Question headings help the reader find what she needs. (“What

is asthma?” “What causes it?” “How is it treated?”)

> Action phrases make instructions clear. (“Set up an account.”

“View your information.” “Download your item.” “Get help.”)

> Make the hierarchy of headings obvious. (You can use size or

color. Or you could use questions for main heading and noun

phrases for subheadings.)

Tip: When you’re done,

read only the headings.

Do they do a good job of

telling the story?

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3

Use the right words.

> Use active voice, not passive voice. (“We made a mistake”

rather than “Mistakes were made.”)

> Use the simplest verb tense possible.

> Avoid jargon, whether it’s big technical words or easy,

common words that are used in unfamiliar ways.

> Use short words when possible, and define unfamiliar

words and acronyms that readers need to know.

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> Use pronouns (“we” and “you”) to engage the reader.

> Omit unnecessary words. (ATM machine, Free gift, True facts)

> Let each sentence focus on only one idea.

> Check your grammar, punctuation, and spelling. (Even a missing comma can

change meaning: “Let’s eat Grandma” vs. “Let’s eat, Grandma.”)

Tip: To tighten up your writing,

watch out for “hidden verbs.” They

are verbs disguised as nouns,

such as “Do an assessment”

and “Conduct an analysis.” Use

their true verb forms—“Assess,”

“Analyze”—instead.

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Format for readability.

> Isolate items on the page to make them stand out.

> Use “block style,” rather than indented paragraphs,

to bring in more white space.

> Use bulleted lists.

> Leave the right margin “ragged.”

> Use tables for comparisons.

> Use bold type for emphasis.

4

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If you send your form… Then we must receive it by…

Electronically The 25th day of the second month after your trip

Paper or fax The 15th day of the second month after your trip

When must I send my completed expense form?

Which is clearer?

We must receive your completed expense form on or before the 15th

day of the second month following the month you are reporting if you

do not submit your form electronically, or the 25th day of the second

month following the month you are reporting if you submit your form

electronically.

OR

Tip: A well-designed

table can make

complex instructions

easier to understand.

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Test with your target audience.

> Test early, and test often.

> Test with people who are like your audience.

> Test content, design, and functionality.

> Use test results to improve your product.

> Any testing is better than no testing! (Do what you can do.

Ask family members around the dinner table. Post on social

media.)

In step 1, you decided on the purpose of the document and

figured out what you want the audience to DO with the

information. Did you achieve that goal?

Tip: Don’t ask people “Did you understand

this?” People don’t want to admit that they

don’t understand something. Instead, ask

them how they’d explain it to someone else.

Or ask if they think their friends or family

members would understand it.

5

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Let’s review

1 Know your audience.

2 Organize for your readers.

3 Use the right words.

4 Format for readability.

5 Test with your target audience.

Plain language

isn’t “dumbing down.”

It’s “clearing up”!

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