3 MAIN OBJECTIVES OF PLAIN ENGLISH WRITING:
1. Find what they need
2. Understand it
3. Use it to fulfill their purpose
Find what they need:
I know my audience’s struggles and needs- they struggle to find balance in their everyday lives between wanting to pursue a healthy lifestyle + there fitness goals and also eating foods they actually love/ taste good and not bland. So that’s why not only did I create the business Sauzzy Sauce – to give my clients guilts flava without the guilt- that’s also why I made this the topic I lead with for my “new” introductory post, as it focuses on how Sauzzy Sauce will give them this value/ solve this pain point for them. To do this I did the following:
- I know my audience does not have time to read long walls of words and or long posts- simply because we are all lazy and do not like to read. We scan for important information to get the info we need fast. Because of this I wrote in the f pattern for easy scanning, put all the most important information at the very start of each of my points, and wrote in plain English language to get my message across clearly without any of the extra fluff and mumbo-jumbo and I also wrote at a grade 8 reading level or under- as these are key elements we discussed in class and also are details I discuss and justified in detail above. By doing this not only do they get the information they need and also feel valued by my brand (because I gave them the exact info they need without the junk and valued their time)- they also will get the impression that Sauzzy sauce is the game changer they need in their life to find balance, achieve their goals and also get the value they are seeking in their life.
- Used attention-grabbing headline + a call to attention: “DO YOU WANT “MMmmmm” AND MUSCLE GAINS IN THE SAME BITE?” this headline that I wrote covers all the key elements that we discussed in class such as how headlines need to make an instant impression upon our viewers/ have a wow factor, ask a question, make them curious, present them with a relevant issue, speak directly to them with words like “you”, draw a picture, make a promise tell a story, touch on pain points, done be vague, put the most important words at the start” [i] My headline as a whole does cover and do all these key elements. However, it is attention-grabbing specifically as the start of my headline addresses a pain point, asks a question and paints a relatable picture- in the abstract and relatable way! This hooks them when they read it because I know they want all the flavour in foods they love without feeling guilty about having it- because often that flavour, we all love is “unhealthy”- which does not fit in to many of ours but specifically my target audiences fitness/ health goals.
- I gave them a clear CTA: in this introductory post not only did I sell them the product based off the things that they struggle with by addressing their pain points and give them a solution by clearly telling them without the extra mumbo-jumbo by giving them value. Then after telling them Sauzzy sauce is the solution for them/ the way they can avoid the pain they are feeling I told them exactly what to do by giving them a clear call to action. This is important because as discussed in class “people are lazy and like to be told what to do” [ii]– which is why I told them exactly what to do to take their next step- which in this case was to go buy Sauzzy Sauce.
- As we discussed in class, we love visuals, but we hate reading. This is why in this new introductory post, I added visuals. I did this because people don’t read; they scan, and we process and in the long term remember visuals better than text. In fact, “visuals increase retention by 42% “– as Images convey what words can’t and our human minds are wired to respond to images”[iii] additionally “People will spend almost 100% more time on pages with visual content and most people only read 28% of the words on a webpage” [iv]– so use images that matter. So, I used visuals that would help me paint the picture to them in a visual way- but also still included text that supports what I’m saying in case they were to not load.
For this set of images, I put everyone’s dream meal – crispy chicken covered with lots of sauce, a skinny/ lean/ healthy person (everyone dream body) and also an image of a healthy salad absolutely covered in sauce- every sauce + flavour lover’s dream. By outing these images together I’m painting the image that you don’t have to choose between flavor and fitness—you can have both! I’m showing that with Sauzzy sauce you can reach all your dream healthy and fitness goals and also have food that is amazing.
Additionally, by having an image of Sauzzy Sauce’s original 6 sauces- surrounded by healthy ingredients I’m reinforcing/showing that Sauzzy Sauce is a healthy sauce that not only tastes good but is good for you! So, by having an image that shows this isn’t just another low-calorie alternative—but rather that Sauzzy sauces are made with real, high-quality ingredients that support a healthy lifestyle- reassures my audience that they don’t have to compromise and that they are going to get good flavour that tastes good and is good for them! This further reinforces the overall message I’m spending that they don’t have to choose between good flavour and there fitness goals- making this image a perfect addition to add, while also showing them the exact Sauzzy sauce products so they remember what Sauzzy sauce is long term as “visuals increase retention by 42% “ – as Images convey what words cant” [v]
So, overall, by using all these elements plus others in this “new”/ improved introductory post my audience can scan and get the main points and info they need and also the solution to their problem quickly!
Understand it
- Short, concise sentence structure and clarity: Considering I wrote this introductory post in plain language, (“Common, everyday words “You” and other pronouns, write directly to reader, The active voice, short sentences, be positive where possible”) [vi] in addition to including strong visuals and also writing in the f pattern. By using plain language and writing in short, direct sentences- I ensured that I was clearly getting the message I wanted across without any of the extra fluff- which overall allows my readers to feel valued (as I’m not wasting their time and am catering to the way the “read online”- by making my intro post scannable. Additionally, this overall will help overall improve my readability, and the overall way that my readers will be able to comprehend, process and remember my sentences. This shows that I understand what they want as I’m directly giving them the format/ structure that they want- showing them I understand them and value their time.
- Wrote in their everyday language/ slang vocab: As discussed in class it is important to truly understand our audience – including the way they talk. Which is why I not only ensured that I understood my audience but also that I spoke to them directly- in the way that they speak and at a grade 8 reading level and under. To accomplish this I ensured I kept a conversational tone to act kind of as their friend rather than a business trying to sell them something- and I also incorporated words like “Flava,” “guilt-free” and “dunk” and “mmhhmm” and “Cals”- because these are the words and sounds that my target audience uses when they are talking- making this relatable to them also helped me avoid jargon and unrelatable – technical terms- which would not resonate with them as good. Additionally, by speaking in simple language, I managed to keep my introductory post accessible to audiences that are from various reading levels. This is important as plain language in a “nutshell is using – Common, everyday words, using words that speak directly to them, like “You” and other pronouns, writing directly to the reader. The active voice is important as I understand they want content that resonates with them
- I spoke in a direct, positive, encouraging language- to not only come across as friendly to my consumers/ readers but also to help make Sauzzy sauce come across as a fun, positive, exciting guilt-free choice for sauces- rather than a sublimely negative degrading health-conscious alternative- that focuses on what you can’t have to be healthy. To accomplish this, Additionally, I used positive words like “indulge” “guilt free” and “flava packed”- to help create positivity, excitement and empowerment rather than because as talked about in class people like to avoid pain and negativity
- Familiar references and easy to understand- in addition to writing in concise short entice references for them so that they know what to expect. To do this I used simple and direct language which as discussed in class is very important as people like familiar and local things! “People like to see local familiar things- its human nature that proximity makes people more interested and understood” [vii]– which is why I gave them referenced popular fast-food sauces they like Chick-fil-A sauce and Big Mac sauce as people will be able to familiarize themselves with it. Additionally, by be saying we understand how hard to eat these foods/ flavours/ sauces you love and stay lean or stay in your calorie deficit or achieve there overall balanced health and fitness goals- I’m painting them a relatable picture as I’m giving them a solution to their problem. This is important because, as discussed in class “-Your audience has a problem which you need to identify- Sometimes they don’t know the source of the problem; help them find it and give them the solution” [viii]
Additionally, when we write content for readers, we want to empower them- which I am doing by addressing and giving them specific value to their direct pain points. This is important because when we speak in plain English, we follow SADE “- (S)saves time and money, everyone (A)preciateses clarity, People won’t (D)read reading what your writing, You (E)empower your readers” [ix] additionally because we are supposed to write for action!
- Use it to fulfill their purpose
After reading my post, customers and readers will know exactly what value Sauzzy sauce will bring them and also why they should buy Sauzzy sauce- to help fulfil their purpose of wanting to enjoy bold, flavorful sauces without the guilt, of extra Cals while still staying on track with their health and fitness journey. To help fulfil their purpose I did the following:
- Gave them a clear call to action
that not only guides them but tells them exactly want to do next. I tell them where to get Sauzzy sauce to “experience the Sauzzy difference” and also tell them to follow us on social media! This helps fulfill there purpose as it immediately tells them how to access Sauzzy sauce/ the solution to their problem. Doing this is important as the digital reader and user in today’s world is lazy, and “The digital user wants to be told what to click, watch, read, learn about, share and understand.” [x]
- I gave them a tailored solution for health and flavour: In this introductory post, I effectively outlined how Sauzzy sauce will give them value and help them solve their problem / need for enjoying the flavours they love without compromising on their health goals and maintaining a healthy active lifestyle. To do this I first addressed the issue/ pointed out the problem and the posed Sauzzy sauce as the solution to the problem. When we write in plain language it’s very important to “fulfil their purpose and also help readers IMAGINE how things could be once the problem is solved”[xi]– which is exactly what I did in this introductory post.
- Creates Excitement & Urgency and eliminates doubt: important- but also gives them the fix and the way they can basically avoid and fix this pain point- which overall fulfils their purpose. I did this by telling them exactly what Sauzzy sauce is and what it will help them achieve. By telling them that Sauzzy sauce will satisfy their craving for unhealthy fast-food sauces they love and also keep them on track with there health goals and lifestyle- not only allows me to give them value but also allows me to boost there confidence/ surety of choosing Sauzzy sauce. Additionally, when I’m using certain words such as “Get your side of guilt-free full flava dip” and “while stock lasts”- I’m creating urgency which overall can cause them to act faster out of fear. However, in the end I am overall addressing their desire for flavourful healthy food and making Sauzzy sauce clearly the solution to fulfil their needs and cravings.
- Describe one specific technique you used to improve readability in your revised version and explain why it is effective. (4 Marks)
To help improve the readability of my new and improved introductory post for Sauzzy Sauce was by using the plain English writing technique. By doing this I overall made the content clearer, more concise, in simple language and easier for the reader to follow. To do this I incorporated many of the criteria needed to write in plain language such as avoiding unnecessary jargon, complex and technical terms when possible, only saying what’s needed, using straightforward condensed sentence structure, speaking in a conversational direct tone, using my costumers/ readers language and most importantly writing for them – in addition to many of the other elements I ensured I included.
However, one specific technique I used to overall improve the readability of this new introduction post was simplifying the complex sentence structures and long-winded sentences I originally had. This is important to do as it is one of the 5 key elements to effectively writing in plain English that we discussed in class “Common, everyday words “You” and other pronouns, write directly to reader, The active voice, Short sentences, Be positive where possible” [i]
To do this, I needed to first get rid of all the extra fluff that could have caused confusion and also didn’t really add to the overall message etc.- in the new post I only listed a few and then simplified it to no extra junk- to make the intro post less redundant and also more readable. In addition, to when I re-wrote and simplified my sentence structure, I ensured I’m writing for the users. This is important as “Keep the text as short as possible with short sentences, short paragraphs – as good information design supports good accessibility and understanding” [ii]
Overall, by doing this I was ensuring I was following the 3ps of plain English writing that we talked about in class “The 3 Ps to write concise: Personal, Plain, Possible – Write for your audience, organize information logically, write for action (use active verbs) “ [iii]
Overall, by doing this technique I was able to write to improve readability, clarity/ understanding. Accessibility, relevance, actionability and adequacy!
What was the most challenging aspect of applying the F-Pattern and Plain English writing principles? How did you overcome it? (5 Marks)
For me principles was knowing what key information is- to decipher by breaking the large ideas in simple scannable points- as I tend to be someone who likes to give a lot of information, talk/ write in a conversational tone and also use long-winded sentences.
To ensure I was able to do this I did the following:
Prioritizing key information: I ensured I made sure I fully understood my audience, their needs, their struggles etc- and then I carefully chose the most important details that would resonate with them/ that must be included in this introductory post to best show I understand my audience and cater to there pain points, struggles, motivations, values etc.
I had to shift my mindset from wanting to give everything to the reader and focus on giving them really only what I needed to get the message across successfully. To do I making sure I focused on the things that have the biggest impact on my audience by putting myself in the reader’s/ target audience’s perspective and then asking myself what they want to hear/ need rather than what I wanted to say.
Additionally, I kept in mind what plain writing is and what plain writing is not- to ensure I am able to effectively implement the strategy of the f pattern and plain English writing effectively:
“Plain language in a nutshell (think of Ikea instructions)
Common, everyday words
“You” and other pronouns
Write directly to the reader
The active voice
Short sentences
Be positive where possible
WHAT CLEAR LANGUAGE ISNT
Writing to the lowest common denominator “Dumbing it down”
Avoiding all technical words
Being imprecise
Unprofessional, disrespectful, or inaccurate. It does not “dumb down” information for the public.
When we write we need to write like Donald Trump and sites like on sites like Axios.com in clear language. It helps readers quickly and easily understand what we y trying to say. It’s not about dumbing down our content it’s about respecting my audience and following the national standard/ average of reading. ITS ABOUT WRITING ABOUT AS YOUR READERS MATTER
ALL unnecessary words removed to still get your message across” [iv]
Breaking Down Complex Ideas into Scannable Points:
To help me effectively write in the f pattern I needed to avoid walls of words and long paragraphs which meant I needed to break the complex ideas that I had to make scannable points that had clear messages/ ideas, digestible bullet points, and also ensure that the most important information was located at the start of each sentence- all while also maintaining an engaging tone and also catering to all the other variables included in plain English writing- such as needing to maintain a direct, persuasive conversational tone that was engaging and also reader focused.
To overcome this, I created an outline/ bullet points of the absolutely most important points I needed to include in the introductory post and then focused on writing while cutting down on the unnecessary fluff- by making sure everything that I wrote in the sentence needed to be there to effectively get the message across. And in turn, if that was not the case- then I would consider getting rid of it- without dumbing it down.
In addition, to specifically overcome some of the challenging aspects I faced when writing in the f pattern- was first as I stated above, truly determining what the important and attention-grabbing information was- so I would know what needs to be put at the beginning of each sentence/ paragraph. Additionally, I allowed myself to write long paragraphs- but then went through with a consumer-focused and rational mindset and not necessarily dumbed it down- but rather got rid of the fluff to basically make the information more readable, scannable etc. Additionally, I included more headings and bullet points to help sections stand out for even better readability!
[i] Briscoe W8 – A – Plain Language Writing (W25).pdf (slide 22)
[ii] Briscoe W8 – A – Plain Language Writing (W25).pdf (slide 53 and 60)
[iii] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[iv] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[i] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[ii] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[iii] Briscoe Power Point: W9 – B – The Power of Visuals (W25) (slide 12)
[iv] Briscoe Power Point: W9 – B – The Power of Visuals (W25) (slide 6 & 7)
[v] Briscoe Power Point: W9 – B – The Power of Visuals (W25) (slide 12)
[vi] Briscoe W8 – A – Plain Language Writing (W25).pdf (slide 25)
[vii] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[viii] Briscoe, Lecture, Week 4- Internet Marketing, 2025, (from my notes)
[ix] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[x] Briscoe, Lecture, Week 6- Internet Marketing, 2025, (from my notes)
[xi] Briscoe Planning Content (W25).pdf week 4