Disconnect from your thesaurus and reconnect with people using targeted, actionable, and precise language.

1. Elegant Precision
Connect with People Using Plain Language
Lauren Colton
@LaurenTGC"
Information Architect & Editor"
Gravity Works Design & Development

2. #elegantwords
Communication your audience can understand
the first time they read or hear it.
Plain language is defined by results: it is easy
to read, understand, and use.

3. #elegantwords
What?
“I make my living through the relationships
garnered utilizing LinkedIn.”

4. #elegantwords
Elegance
1. Engagement with ethnic rivalries
and religious beliefs.
2. Fair, transparent economic
development.
http://www.ted.com/talks/eric_berlow_how_complexity_leads_to_simplicity.html

5. #elegantwords
When Words Matter
Information Architecture: can people navigate
what they need?
Content Strategy: what conversation are you
having with current and potential clients?
Search Engine Optimization: can people find you?
Usability: can people meet their goals
efficiently, effectively, and with satisfaction?

6. #elegantwords
Learn more
On Writing Well
William Zinsser

7. #elegantwords
Speak to your audience
• Who is this conversation with?
• What is the context?
• What are your goals? Their goals?
• Will goals be met with these words?

8. #elegantwords
The “Mom Test”
1. List your assumptions on what these
users care about.
2. Write your copy based on those
assumptions.
3. Would your mom say this (or call your
shenanigans)?
4. If no, try again.
http://alistapart.com/article/being-real-builds-trust

9. #elegantwords
For example
Cage Fighting Babies*
A Mobile Application
*I do not endorse the actual fighting
of babies, in cages or otherwise.

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You are entering a contract to develop the
Cage Fighting Babies mobile application.

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Know which grammar rules matter
We will create Android, iPhone and iPad
application interfaces.
We will create Android, iPhone, and iPad
application interfaces.

12. #elegantwords
Learn more
Grammar Girl’s Quick and
Dirty Tips for Better Writing
Mignon Fogarty

13. #elegantwords
Collaborating with stakeholders.

14. #elegantwords
Use pronouns
After reviewing the feedback, a meeting should
be scheduled.
After reviewing your feedback, we will
schedule a meeting with you.

15. #elegantwords
Creating the design concept.

16. #elegantwords
Use visual aides
Simplify complex data.
Show structure,
highlight key facts, and
compare options.
• Tables
• Illustrations
• Bulleted lists

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Writing button text.

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Be actionable
Click here to battle
Battle!

19. #elegantwords
Explaining the rewards program.

20. #elegantwords
Be precise
• Most-important message at the top
• Headings throughout
• Avoid clutter with short sentences, and
short paragraphs

21. #elegantwords
Be precise
If you want extra strength in today’s battles,
the best way to do that is to check in today,
on Foursquare, at your local Starbucks.
Check in at Starbucks on Foursquare for
extra strength in today’s battles.

22. #elegantwords
User has not created a profile
before entering first battle.

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Avoid hidden verbs
To enter a battle, you must complete the
registration form.
You must register to battle.

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Surveying users on their experience.

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Promote descriptors, demote exceptions
Did you press the button that is red to battle,
before creating your profile?
Before creating your profile, did you press the
red button to battle?

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Users are searching the app store.

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Common words, common meanings
Create character profiles and battle with bando
boxers, buckaroos, and Martians.
Create character profiles and battle with
ninjas, cowboys, and aliens.

28. #elegantwords
Learn more
www.plainlanguage.gov

29. #elegantwords
@laurentgc
lauren [at] gravityworksdesign [dot] com

30. #elegantwords
For targeted, actionable, and
precise language
• Use visual aides, pronouns, and active voice
• Remove useless words
• Promote descriptors, demote exceptions
• Common words, common meanings