The Secret Sauce

• 4 main ingredients
• Simplicity- unnecessary complications, words are removed- punchy writing
• Clarity- sharp; to the point; meaning is easily understood by the reader
• Elegance- order and flow in the content
• Evocativeness- engaging and captivating content

The Power of Simplicity

• Fancy words may make you sound boring or pretentious
• Remove the unnecessary, fancy words from your writing
• Simplicity of content in three ways
• Use familiar language
• Use fewer words- remove extra words- sentences become more punchy and powerful
• Uncomplicate the idea
• Example: the meeting will recommence in thirty minutes, once participants have finalized their consumption of hot beverages.
• Ans: The meeting will restart after a half-hour tea break

The Power of Clarity

• Unclear writing restricts user from coming to your page/site/content
• Clarity of content in 4 ways
  • Do not use curly sentences- unclear explanation of an idea
  • Avoid jargon words- e.g. value added solutions, stakeholders- they do not carry the meaning to the reader- reader does not connect easily
  • Do not be ambiguous e.g. if your dog does a poo, put it in the bin- not clear what to put in the bin- the dog or the poo?
  • Use proper punctuations

The Power of Elegance

• Give rhythm to your sentences- they should feel as something melodious; they should connect well and should not sound to monotonous- shorten longer sentences
• Make ideas flow well

The Power of Evocativeness

• Use stimulating/ interesting words- create emotions, and imaginations for readers
• Use active sentences more