A presentation on marketing communications, covering plain language, search engine optimization (SEO) and other topics necessary to get your message understood by an audience. Written for government communicators.

1. U.S. General Services Administration
Writing for Success
presented by
Joe Flood

2. What is Successful Writing?
● Successful writing is about being understood.
● Effective communication means that the intended message is successfully
delivered, received and comprehended.

3. Successful Writing is Not About You
It’s not about using the biggest words.
It’s not about using the most acronyms.
It’s not about sounding impressive.

4. It’s About Them
Does your reader understand your writing?
Do they “get” what you’re trying to say?
Do they take the action you want them to take?
Successful writing is about being understood.

5. Attention Spans Are Short
https://www.digitalinformationworld.com/2018/09/the-human-attention-span-
infographic.html

6. Reading Levels Are Low
The "average" American reads at a 7th or 8th grade level

7. How to Counter That?
With attention spans short and reading levels low, you need to communicate in
Plain Language to be understood

8. What is Plain Language?
The Plain Writing Act of 2010 defines plain language as:
Writing that is clear, concise, well-organized, and follows other best practices
appropriate to the subject or field and intended audience.

9. More Than Just a Requirement
Plain language is more than just a legal requirement
It’s a good practice, helping readers of all levels better understand your writing

10. Plain Language Basics
● Logical organization with the reader in mind
● “You” and other pronouns
● Active voice
● Short sentences
● Common, everyday words
● Easy-to-read design features

11. Logical Organization
Start with a topic sentence explaining what you’re trying to communicate
One thought per sentence.
Follow an order
Summarize at the end

12. You and Other Pronouns
You address the reader directly, as if you were writing them a letter or email.
For example:
“To apply for assistance, you must complete the attached form.”
“Interested in Schedule 70? Sign-up for an online course that will teach you the
basics.”

13. Active Voice
Subject + Verb + Object
I bought the car.
He ate the apple.
The team won the game.

14. Short Sentences
6-8 words long in the active voice

15. Common, Everyday Words
If you’re using a long word, use a short one instead
“Use” instead of “utilize”
“Start” instead of “initiate”

16. Easy-to-scan Design Features
Short sentences
Short paragraphs
Bullet points
Lots of white space

17. Follow GSA Style
Spell out numbers one through ten
Spell out acronyms in first use

18. Avoid GovSpeak
Don’t assume readers know anything about GSA
They may not know Schedule 70, PBS, COR or any other of the acronyms that we
use

19. Search Engine Optimization
Millions of web pages are published every year
How will the reader find yours? Search, most likely
Make it searchable by using the common terms that they use - not what you call it.
For example, if your page is about applying for contracts, make that your page title
and the first sentence of your page.

20. Writing Models
1. The Elevator Speech
2. The Five Paragraph Essay
3. CCAR: Challenge Context Action Result
4. Who, What, Where, When, Why

21. 1. The Elevator Speech
Best for short, one paragraph writing, like a presentation or newsletter article.
You’re in an elevator. How do you explain your project to someone in just a few
seconds?

22. 2. Five Paragraph Essay
Good for longer explanations of complicated subjects
Intro: thesis statement, introduction
Paragraph: first idea
Paragraph: second idea
Paragraph: third idea
Summary

23. 3. The CCAR Format
CHALLENGE: Describe the challenge that you faced.
CONTEXT: Describe the circumstances of the situation
ACTIONS: Describe the actions you took
RESULTS: Describe the results

24. 4. Who, What, Where, When, Why
Like a newspaper article
Good for a news story describing what happened

25. Help! I Have Writer’s Block
Don’t think about writing
Pretend you’re writing an email instead - no one has problems with that
It’s not going to be perfect in the first draft

26. For More Information
GSA Writing Guidelines
Plainlanguage.gov
Grammarly