False economy What’s in it for me? Understand what makes the


Clear writing avoids overusing not’s and



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Clear writing avoids overusing not’s and 
engages the reader by resisting the trap of 
dry, mechanical language.
Every writer knows that a double negative is a 
big no-no. You don’t want to not keep that in 
mind when trying to be clear. Get the picture?
When appropriate, you can even go one step 
further in your avoidance of nots by looking for 
chances to turn your negative sentences into 
positive ones. After all, a writer should tell the 
reader what is happening rather than what isn’t.
Most of the time, a quality sentence will be 
clearer and use fewer words than a poor one. 
So, instead of writing about how “it is unlikely 
that the fees will not be raised next year” you 
can simply write that “the fees will likely increase 
next year.”
Assertive writing like this will always be more 
engaging, meaningful and understandable to the 
reader.
Another writing pitfall to be aware of is dry and 
mechanical language.
Good writing has a certain rhythm to it. And just 
as in music, variation is a virtue.
There are three ways to keep your writing lively 
and your reader engaged; you can vary the 
form, the function and the style.
Sentences come in two forms: simple and 
complex. Good writing mixes these two together. 
So you can first use a few simple sentences, 
like, “She got in the car and drove away,” to 
draw the reader in and then use a longer, more 
complex and satisfying sentence – or vice versa.
You can vary your function by mixing up 
statements, 
commands, 
questions 
and 
exclamations. Attention, reader! Why not break 
things up by throwing in a question every once in 
awhile?
Then there’s style. There are three at your 
disposal: 
loose 
sentences, 
which 
are 
conversational and reflect the way everyday 
people talk; periodic sentences, which are tight, 
punchy and great at emphasizing a point; and 
balanced sentences, which have more symmetry 
and order.
While a periodic sentence will make its point 
abruptly, a balanced sentence (like this one) 
does so calmly.

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