The Three C’s of Effective Writing
One of my main goals for this blog is to provide relevant, helpful information that you can use to improve your own writing. And that’s what leads me to this post’s topic, what I consider to be the three C’s of effective writing. As my brand name evinces, I’m a fan of alliteration. It’s among my favorite rhetorical devices. And I really love the letter C. Could it be because it’s the initial letter of my name? Possibly, but I try not to be so self-absorbed. I think it’s probably because there are so many great things that begin with the letter C: cake, cats, Christmas — I could go on. But here, we’re examining the three C words that I think contribute to great writing — clarity, conciseness and cogency. Let’s commence ;)
Clarity
Writing that is clear and easy to comprehend is by and large the most effective. The average American reads on an 8th-grade level, so readability is something that you want to strive for in your own writing in just about every case. Unless you’re writing for academic audiences, it’s best to avoid gobbledygook and nebulous verbosity — which is exactly what it sounds like. You should aim to compose copy that is accessible to your audience. Overuse of jargon and long words can muddy up your meaning. Keep it simple and use language that is easily understood by most people. You want your readers to enjoy the act of reading your article, advertisement, email, whatever it may be. Don’t make it prohibitive with overly complicated wording.
Conciseness
You can blame it on texting or TikTok or any scapegoat of your choosing, but the fact remains that the human attention span is short, and studies show that it’s getting shorter. Couple that with another fact — that reading is becoming increasingly less popular among Americans — and you’ve got some problems to consider when it comes to your writing. The key to overcoming these issues is to make your writing concise. Use the fewest amount of words that it takes to effectively communicate your message. Trust me, no one wants to read a dissertation, so you’ll do yourself and your readers a favor by being brief. Comb through your copy for filler and fluff and get rid of anything that doesn’t contribute to your main point and purpose. You want your writing to be punchy and to the point, so again keep it simple, and keep it short.
Cogency
Cogent copy is compelling and convincing. It’s effective in its ability to persuade, whether your goal is to entertain, present an argument or spur action. There are things you can do to promote cogency in your writing. One is to prove your credibility on a subject by presenting relevant research, examples or experience to support your argument or main idea. Another is to think about the organization of your piece of writing and ensure that the ideas presented flow logically. Doing so will create a more seamless reading experience for those consuming your content. The most important thing you can do to make your writing cogent is to consider your audience. Your content is more engaging to your readers when they know it’s specifically tailored to them, their interests, their pain points, their unique experiences. Writing from the beginning with your intended readers in mind, and keeping these readers at the forefront during your editing process, will help you craft copy that is impactful and appealing to your audience.
Put these three C’s into practice for your writing. Whether you’re crafting an Instagram caption, a cover letter, or an annual report, writing that is clear, concise and cogent will always be effective.