The Plain Text Manifesto

Plain Text practises what it preaches. Here’s what we preach.

Tell stories

Wouldn’t you rather listen to an interesting narrative than a bland list of product features? Storytelling is the most powerful way to deliver your message.

Less is more

Don’t use words to fill space; use words to inform and entertain. And keep them short: although it might be tempting to say ‘core operational competencies’, it’s a lot easier to say ‘what we do’.

Get to the point

Despite how interesting you think it might be, no-one has time to penetrate thickets of promotional copy to find out what you’re trying to say. Say it up front, and make it interesting!

Don’t talk nonsense

or jargon, hype, or cliché. If you have an intelligent message to get over to intelligent readers, then shrouding it in corporate psychobabble isn’t going to help your cause.

Every word counts

Go back to your copy, and see how many words you could remove whilst retaining the meaning. This is not a maxim for writing literature, but for readers who lack the luxury of time

Don’t write anything you wouldn’t want to read yourself

Readers are people, too. Imagine how you would respond to the document you have just penned. Would you buy it?

Communication sent does not equal communication received

Just because your message is out there doesn’t mean anyone understands it. To change this equation, talk in your audience’s language, and follow the Plain Text manifesto!