Blog articles, short reports, reviews, tutorials, newsletters, are all examples of informative writing. Informative writing delivers a brief education on a topic by explaining how to do something, describing a process, a timeline or a sequence of events. Powerful informative writing skilfully hits the target by conveying essential facts and data in as few words as possible.
- keep audience needs in focus
- be concise and precise
- use simple, readable language
- structure content logically
- optimize content and link to authoritative sources
- (bonus tip) engage readers with confidence and competence
1. Powerful informative writing is audience targeted
Don’t be too clever for an audience. Make it obvious. Make the subtleties obvious also. — Billy Wilder
Every time you write, you’re writing for a particular audience. In writing, voice is the way your writing ‘sounds’ on the page. The tone you take–the words you choose–the pattern of your sentences are your voice. Use an appropriate tone for your reading audience and natural phrases that sound like ‘you’.
2. Powerful informative writing is easily understood
When you wish to instruct, be brief; that men’s minds take in quickly what you say, learn its lesson, and retain it faithfully. Every word that is unnecessary only pours over the side of a brimming mind. — Cicero
Blogging begins with a passion for something that matters. Informative writing communicates what matters through simple, direct language. When you write to inform – spell it out. Use a structure that delivers the most informative writing a reader will intake in a single reading. Use an effective headline that informs readers what they will learn. Place a keyword or keyword phrase as close to the start of the title as possible. Use your opening to provide general information and context.
3. Powerful informative writing has a logical structure
Omit needless words. Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. — William Strunk, Jr.
The more knowledge of and passion for the subject the more you feel compelled to write — avoid wordiness. A structure of five paragraphs each aimed at a separate aspect of the subject linked together in logical chain can be ideal. Each paragraph describes and develops three or four succinctly stated supporting or explanatory points on a sub-topic. Create a clear hierarchy. Position keywords in headings and sub-headings and in the natural flow of the text.
4. Powerful informative writing is written in the active voice
To gain your own voice, forget about having it heard. Become a saint of An active voice sentence uses the simple grammatical structure of subject-verb-object.your own province and your own consciousness. — Allen Ginsberg
An active voice sentence uses the simple grammatical structure of subject-verb-object. Grammar Girl, a popular blog for improving written-communication skills, presents the case for using active voice over passive voice. Writing in the passive voice can be awkward or vague, while powerful informative writing is clear and concise.
5. Powerful informative writing engages readers
As a writer, you’re obligated to draw readers into your world, and if your writing isn’t interesting to them, you won’t succeed.– Donald Perry
Keep your informative writing lively by using the active voice to engage and hold reader attention. Use short sentences and numbered or bulleted points. When linking to authoritative sources anchor text links with relevant keywords. Use connectives to make your informative writing coherent and flow smoothly. Insert relevant optimized images to hold interest and deliver information. Wrap it up by summarizing, concluding on a personal note, and inviting questions.
Practice, practice, practice writing. Writing is a craft that requires both talent and acquired skills. You learn by doing, by making mistakes and then seeing where you went wrong. — Jeffrey A. Carver
Developing powerful informative writing skills will benefit your blog, business, and brand. Provided you do it right, the more you write, the more your writing will resonate with clarity and competence.
Writing for the Web Research on how users read on the Web and how authors should write their Web pages.
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