Saying More With Less

We’re living in an information age.  Every day we are bombarded with data, from the moment you switch off the alarm on your phone to that final glance at the screen before you go to sleep. The average person spends hours consuming and producing information daily. Attention spans are decreasing. What people need is for you to get to the point.

According to Statista, 725 minutes every day was spent consuming media in the US in April 2016. This included a huge:

  • 131 minutes on the computer,
  • 186 on your mobile, and
  • 245 minutes watching TV.

We are all busy. Nobody has time to spend searching through a document for the relevant information. It should be right there, at your fingertips. As soon as people have to work hard to find what they are looking for you risk them giving up and going elsewhere.

So here are Active Outcomes’ tips for crafting clear and concise communications. Whether you are drafting a blog post, leaflet, internal email, or a report that will run to hundreds of pages.

 1. Use plain English.

Jargon has had its day. We like to keep things simple and use plain English. Official, legal, technical, or academic language is entirely appropriate in certain circumstances, but you need to consider your audience carefully.

As they say over at The Plain English Campaign, it is easier to read, easier to write and you get your message across. Here is how they describe plain English:

“It is a message, written with the reader in mind and with the right tone of voice, that is clear and concise.”

2. Simplify your communications.

A one-on-one conversation can help avoid misunderstandings, but when this isn’t possible, you need to make sure your message comes across loud and clear.

When writing, imagine that you are talking directly to your reader. Adopt a tone of voice that will engage with your audience. If they don’t understand what you are trying to say your message will never be received.

Don’t overwhelm people with details, include lists and bullet points if you can. Use short sentences and active verbs. Make sure any charts or graphics are clear, with explanations or instructions for interpreting data if necessary.

A great tool to help with this is to simply ask someone to take a look at what you have written and check that they understand what you were trying to say. Get them to explain it back to you in their own words. You’ll see what they picked up on and what they missed or misunderstood.

“Everything should be made as simple as possible, but not simpler.” –Albert Einstein

3. Have a plan.

Before you start writing, jot down all the points you need to cover. Move these points around until they are in a logical order.

Think about what you aim to achieve, what information are you going to share, who will you target, what will the end result be? The more specific you can be, the better.

4. Don’t value a document by its weight.

It can be tempting to pad a report out so that people see all your background research and can tell at-a-glance the amount of effort you put in. Resist. A document should be as long as necessary to give relevant information. If your intended audience does not read the document you have to ask yourself what was the point.

Consider including a briefing note that outlines the contents of the report, give additional information as appendices so people can refer to the data if they choose.

5. Simplicity is deceptive.

Finding the right words to get your point across quickly, and clearly, takes time.

 “Good design is as little design as possible.” – Dieter Rams

Thinking about writing from a design perspective can help. A designer must create a product that completes various functions and takes a form that customers find both attractive and easy to use. Writing should be the same.

The Last Minute Guide to Proofreading

This blog is dedicated to those who are running out of time. For whatever reason, procrastination, tight deadlines, unrealistic expectations, or unexpected events – Active Outcomes are not here to judge. We’re here to help you get started.

So, if you need to proofread your document in a hurry, take a quick look at the basics – we promise, there are only five tips, it’ll only take a couple of minutes and you’ll save yourself a lot of time later.

Why Proofread?

We do not read every letter individually – we recognise patterns and then make assumptions about words. You have probably seen this (slightly spammy) email/social media post going around with the following text…

Aoccdrnigto a rscheearchat Cmabrigde Uinervtisy, it dseno’t mtaetr in what oerdr the ltteres in a word are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!

See what we mean? It is so hard to spot our own mistakes because we read what we think we wrote instead of seeing the text that is actually there on the page.

Here are Active Outcomes top five tips to avoid common pitfalls!

1: Take a break!

Walk the dog, get the kettle on, have a nap, watch paint dry – do whatever takes your fancy. Just put a bit of distance between you and what you were writing. Otherwise you will read what you think you wrote, not what is actually on the page. It also helps some people to print off a physical copy of the text before they get started as they find they pay less close attention to the words on screen than they do to words committed to paper.

2: One thing at a time…

Don’t try and save time by trying to spot every mistake on the first reading – focus on one of these mistake prone areas at a time to make sure you do not miss anything.

  • Spelling,
  • Grammar,
  • Word choice,
  • Sentence structure, and
  • Continuity (formatting, font type/size, numbering of tables and so on).

3: Read aloud

By far the easiest way to check that your writing flows well is by reading it aloud. This will also help you spot mistakes your Spellchecker misses because while it can tell you that you put in an extra “e” it cannot tell you whether the word you used is the correct one.

Think of the difference between “dessert” and “desert” – I’d be pretty disappointed if I mixed them up – wouldn’t you?!

This also helps improve your writing style as you develop your own unique and consistent “voice.”

4: Stop racing on ahead

We are all busy – but you must resist the temptation to skip ahead. If you find you have been skimming, stop right there and start to read backwards. Focusing on every word, especially when it is not in order, helps you to see spelling mistakes and typos. Please note: this tip is obviously not quite so useful when checking sentence structure!

5: Get a fresh pair of eyes

A new perspective can really help – ask a friend, a colleague, the nice receptionist who remembers to ask about how your cat is doing, it really does help to have someone new look at your draft.

Remember not to be offended or take it personally if people do spot mistakes – that is what you asked them to do after all. Better you revise a draft than send an inaccurate document to the printer costing you both money and reputational damage.

Still not convinced? Why not? Even experts admit they sometimes need help…

“You think you are reading proof, whereas you are merely reading your own mind; your statement of the thing is full of holes and vacancies but you don’t know it, because you are filling them from your mind as you go along. Sometimes, but not often enough, the printer’s proof-reader saves you –and offends you –with this cold sign in the margin: (?) and you search the passage and find that the insulter is right, it doesn’t say what you thought it did: the gas-fixtures are there, but you didn’t light the jets.”

– Mark Twain (1898)

Mistakes are so easy to make, a designer once shared a story with us about a council spending a lot of money printing signage advertising a “Pubic Consultation” instead of a public one. You can imagine the damage that would have done if it hadn’t been spotted before multiple A2 sized signs left the building!

Don’t forget, Active Outcomes can help out with all of your copywriting, editing and proofreading needs. We offer a comprehensive and competitively priced service. So get in touch if you need a fresh pair of eyes to take a look at your document. Contact us at, Tweet @ActiveOutcomes or visit