Language Lessons from Orwell and Luntz

What can you learn about writing for your site from George Orwell and Frank Luntz?

Shawn Collins had a post yesterday that inspired me to revisit some of my notes on the topic of language and writing.

I have a piece of paper on my desk (well it is currently buried under a few articles I am writing and a list of things to do) that I constantly reference anytime I am starting an article or editing an article, or even when I am writing these posts here.

It is language lessons from two books and an essay that I have read in the past few months, Made to Stick by Chip and Dan Heath, Words that Work by Dr. Frank Luntz, and the essay Politics and the English Language by George Orwell.

Here are my language lessons from these great authors.

1. Don’t Bury the Lead. The lead is the most important, simply stated point of the article or page. Make it the first thing your readers see. Don’t make the mistake of “building up to it.” Give them the best part first and then give them a reason to keep on reading. A question is often a great way to start off (see the beginning of this post for example).
2. The first paragraph is one sentence only. See #7 for more on this.
3. Don’t use tired language, cliches, or common figures of speech. In other words, be original.
4. When at all possible, tell a story.
5. Paint a vivid picture. Your words should spark creative thoughts in the minds of your readers. Give them details and vivid portraits of what you are trying to say.
6. Use small and simple words. Don’t make people have to find a dictionary.
7. Make your sentences and paragraphs short as well. Usually this can be done by limiting paragraphs to one train of thought and by following rule #8.
8. If you can eliminate a word, do it. This is especially important when editing down. I usually find at least 30 words in a 500 word article that I can do without. Example: “As I was thinking about what to write here, it occurred to me that I had nothing to write.” A better wording might be: “I was thinking about what to write here and I realized I had nothing to write.” It’s a subtle change, but it is both more active and three words shorter. Other examples “I often find myself considering…” becomes “I often consider.” “Due to the increased cost of attending college, I decided to skip my final year” becomes “As college costs rose, I decided to skip my final year.” Last example: My original wording for the 2nd sentence in rule #6 was “Don’t make people seek out a dictionary.” I changed it to “Don’t make people find a dictionary.” One word. It’s slightly more powerful, easier to read, and shorter.
9. Don’t use jargon. This is particularly relevant to internet marketers who often use “techie” language.
10. Use no more than two commas per sentence.