Lesson: Rules for writing Publisher Summary

2. Simple sentences work best.

– The only possible option in order to accelerate the growth of the food industry is to focus on the fact that the target market of this business demands convenience, competence and cost-effectiveness.
– Better: The food industry can grow faster if food trucks focus on convenience, competence and cost-effectiveness.

3. Active, rather than passive.

– The offering price was established by the real estate vendor and the negotiation process was initiated by the real estate buyer.
– Better: The real estate vendor set the offering price, and the real estate buyer started negotiating.

4. Know who your target audience is.

Who are you writing for? Who do you expect to read your article, your book, or your blog post? Will they care about what you’re talking about? Will they understand the message that you’re trying to get across? Good writing isn’t generic; it’s specific because it’s targeted towards a group of people with something common binding them.

5. Read it aloud.

Reading your works out loud allows you to notice something that you might not have noticed if you were just reading it silently. Go on, read them out loud now. Also, try to listen to your work objectively as you read it. Are you making sense? Or are you simply stringing a couple of words together just to fill a gap?

6. Avoid using jargon as much as possible.

Not everyone in your audience will know what a “bull market” is. Not everyone knows that “pyrexia” is basically the same thing as “a fever”. And surely you can come up with a better term for high blood pressure than “hypertension”?

7. In terms of words, size matters.

Please, don’t strain yourself by browsing the Internet, looking for complicated and fancy-sounding words. Less is always more.
– The man gave a me look so sharp that I sincerely believed it could pierce my heart and see my innermost fears.
– Better: The man glared at me.