How do you take your life's work and experiences and turn them into a short story? Start by selecting an interesting aspect that your readers can relate to and will be interested in. If they like travelling, select a personal travel story that can help them understand you better.
 
When I first travelled overseas, I met many people in their 40s and older backpacking on their own. It inspired me to be independent and try new things—forever.
 ​

Plain language, the process of ensuring information meets readers’ needs, is quickly becoming a top skill for freelance writers and editors. Our clients are faced with increased competition and the need to stand out. Plain language benefits for editors include clarity checklists for writing, ways to strengthen the connection between content and clients, and design guidelines for readability. Benefits for your clients include being more effective and efficient at communicating, solving their clients’ problems quickly, and improving staff skills. Words take time, and time is money. So, where do you begin?

It is important to understand what plain language is, where to fit it into your services, and how you can promote it to your clients. You may be confronted with the question “What is plain language?” Plain language, or clear communication, is the process of creating print information or online content that meets readers’ needs. We know that organizations struggle to get and keep a client’s attention in today’s competitive marketplace. Following the plain language process helps ensure clients can:

• quickly find the information they want,
• clearly understand the message, and
• easily take the actions needed.
  

Regardless of which guidelines you use, what the project focus is, or how much time is available, plain language professionals always put their audience first. As freelance editor Christa Bedwin states in her book, if our audience doesn’t understand what we’ve presented, then we didn’t communicate effectively. Read her Forum blog The Joys of Teaching Engineers to Write to see how plain language can effectively cross borders, professions, and topics. It knows no boundaries. It is a great way to enhance your skills, scope, and services.

Interested in enhancing your skills? Sign up for an online  PlainLanguageAcademy.com course.

Are you, your colleagues, or your clients still unclear about just what plain language is and how to explain it? I still get asked, and expect I always will. It's a process, and that takes a strategic approach to explaining. The basic answer is next.

​Plain language is a process of creating information that meets the audience's needs to: 

• quickly find the information they want
• clearly understand it, and
• easily act on it.

That's your elevator pitch. But, how do you demonstrate it so people can see plain language in action? GatherContent.com did a series of videos, an Advent calendar's worth, on how to communicate effectively. I've included links to key videos that support plain language content. It all starts with the audience.
​

The theme for this year's International Plain Language Day Oct 13 #IPlainDay is Show and Tell. We need to use the work we do and the successes we make to spread the word about the benefits of plain language. A picture is worth a 1,000 words: seeing the before and after examples of a plain language project can have a huge impact.

Here are this year's 13 shares #plainshare2016 leading up to IPlainDay.
 
1. #plainshare2016 #plainlanguage improves business processes. Leads to happier clients. Plain Language in Plain English @CherylStephens www.lulu.com/spotlight/email1058
 
2. #plainshare2016 Ever been frustrated by confusing website links? #Plainlanguage creates client-centred links. http://bit.ly/2dnDlKv
 
3.  #plainshare2016 #plainlanguage is critical to people's well being. Health industry embracing it. Patients demand it.
http://ow.ly/NMoU304EThY
 
4. #plainshare2016 Information design impacts online content. Six global experts recommend guidelines. @firstwren  
http://bit.ly/2dpWpdG
 
5. #plainshare2016 Legal professionals see #plainlanguage benefits. Like the Consumer Protection Act. bit.ly/2ctCPgs

6. #plainshare2016 Research shows #plainlanguage improves employee and org performance. Reduces time and money.
http://bit.ly/2cXOyl8
 
7. #plainshare2016 From happier customers, to less litigation, #plainlanguage can save time and money. http://bit.ly/2cXvKEg

8. #plainshare2016 Great return on investment. Check out this 9900% ROI on #plainlanguage by Neil James, PLAIN.
http://bit.ly/2dq0Vc8
 
9. #plainshare2016 Nearly half of Canadians have literacy levels making reading difficult. #plainlanguage bridges gap.
http://bit.ly/2daPS7z
 
10. #plainshare2016 #plainlanguage improves brand by making you known for 'accessibility' and being user-friendly.  
http://bit.ly/2d4uRq3
 
11. #plainshare2016  #plainlanguage content translates better. @CherylStephens Best Practice: Plain Language article.
http://bit.ly/2deao66

 12. #plainshare2016 #Health and Safety  info is healthier in clear language. US org reduces, removes and rewrites in #plainlanguage http://bit.ly/2dNkOqB
 
13. #plainshare2016. #plainlanguage learning can be fun! #Shakespeare! Why not? http://bbc.in/2dSBPk1

Use the hashtag #plainshare2016 to find out more.

When was the last time you publically celebrated your writing or editing? Often writers don't get recognition, publicity or accolades for their work. But, plain language achievements definitely merit celebrating, and that's what International Plain Language Day Oct 13 is all about.
 
Cheryl Stephens, Plain Language Wizardry, and Kate Harrison Whiteside, Key Advice and the Plain Language Academy, co-founded the first professional organization, now PLAIN. But, with the continued growth in the field, they wanted to celebrate the great work going on globally. Five years ago they launched International Plain Language Day October 13 (the date US government introduced plain language laws).
 
The IPlainDay 2016 theme is Show and Tell, to encourage writers and designers to inspire others by sharing examples—on bulletin boards, in e-newsletters, at local libraries, during events and on social media.
 
"So much plain language progress is being made behind the scenes," said Kate Harrison Whiteside.  "It is so important that you share your progress and celebrate—it doesn't matter where, when or how­, just that you share."

 
Here are five ways to celebrate the 5th International Plain Language Day Oct 13:

1. Set up a display of before and after examples in your office.
2. Invite colleagues to a meeting on IPlainDay to discuss clear writing benefits.
3. Ask your local learning centre, library, coffee shop to host an event.
4. Get members of your professional association to submit examples and post for others to see.
5. Join the #plainshare2016 tweet-up talk on Twitter.

Plain language professionals and marketers know the importance of connecting with audiences in messages they can relate to. But, how do you present those messages in the most meaningful way? You tell a story. The is the marketing focus of the future. It is here to stay. So, how do you adapt your style?

Echostories.com points to marketing leader Michael Brenner, Newscred, saying storytelling would be the future's number one way to connect with clients. Readers and writers are noting the need to speak directly to people, and connect with them about their interests. This is a cultural change away from delivering the "I want you to buy my goods now, because our stuff is great.' message. It has to be turned around to say: 'You love holidays. Where ever you go, good luggage can make the difference. Let us help you have a smooth, secure journey.' There isn't an 'I', 'my', 'our' in the second examples. Many may find this a hard habit to break. But, the checklist to successful story writing are straightforward.

The first rule is to let your clients lead the way: it's there story, not yours. That's a tough one. But, once you've done it a few times, and had their responses, you'll see its strengths. The second rule is that it that the focus should be on benefits —60% of what you write! Most importantly your story needs:
1. context—reader relevant angle
2. curiosity factor—gets their attention
3. characters—readers relate to
4. conversational style—talk with them, not at them
5. conflict and resolution—problem-solution; question-answer; before-after
6. conclusion that calls for action—set a challenge.

 Plain language is all about connecting with your audience. Writing in words they understand. In Business2Community blog on storytelling, 'crisp' is identified as a key writing trait. Is your writing crisp? clear? concise? These are all important factors in plain language ad connecting with readers. And, that's what this story is all about.

TED Talks on storytelling  - great stories about storytelling
PlainLanguageAcademy.com - online courses

Social media can be a lonely job for the solo publicist for an organization. This is very true for entrepreneurs, charities and small-to-medium enterprises (SME). Whether you are a leader or a follower—or  both—social media is a key part of your marketing activities. If you have to go it alone, planning, time management and tech support tools, and making it a truly social experience are all going to lead to success.

I am often asked to help SMEs with their social media—from coaching, to planning, to doing it. The sagest advice I received on social media (over a decade ago) is not to do other people's. Although in reality that isn't always practical, or possible, there is some truth to it. No one can tell their story (and we know story-telling is the next big marketing push) better than the story-tellers themselves. It's all about relationships. You need to have a close relationship with your client (internal or external), and they with you, to give your social media messages powerful meaning.

If you are in charge of social media messaging for your or someone else's organization, here are some helpful ideas from Communication Consultant Amy-Louise Tracey. It's all about being prepared, taking time and making technology work for you.

Give your social media plan depth. Think big—the whole calendar year—and identify dates, events and activities to promote.  I always plan backwards from the key date. Zoom in on each key time period, identify the messages, and select the media. Blog? Tweet? Post? Then do your micro plan—assign and create messages for key dates. Now sit back and admire your planning skills. The next year will be busy.

Make Hubspot, Hootsuite or your web platform's social media plug in–or all of these–your best friends. They were designed to help people just like you, who have a lot to do and not enough time. Also use bulit-in features, like sharing plug-ins, to spread the word. Share an older post or blog you think engaged followers may like. Look for other people's posts on the same or a similar topic to widen the experience. You don't have to be three places at once: but, you can make it look like you are all over the social media map.

Everyone is busy. But, it only takes a minute to ask someone to help support your/their campaign. In fact, build that into your plan. When the messages are about new products, get the product development team involved. They will have established networks, be on different platforms and can add a new dimension to your messages. The support you get may be a surprise.

For last year's International Plain Language Day Oct 13 Twitter campaign, #30plainwords, I started about mid-summer. Hootsuite—just one of those helpful social media management platforms—allowed me to create, schedule and track each tweet. The campaign also generated content for a blog post, updates for my Facebook Page and LinkedIn conversations. I let key people know what was coming and asked them to spread the word. It was so fun, and successful, that I am doing it again this year. Planning your content and your delivery well in advance, and getting tech and a virtual team involved, are key to the solo social media messenger's secret strategy.

Presented at the Editors' Association of Canada Conference, Vancovuer, June, 2016
 
1. Vision
Make sure your project is a shared vision: not double vision. Invest the time before you even pick up your pen, or open a new file, to find out exactly what your client and what your audience wants. Remember: the audience is number one in plain language projects.
 
2. Gather Resources
Each project—no matter how big or small, whether within your organization or virtual, full on or just a quick sketch—requires resources.
 
3. Make a Plan
Start with a bare plain language canvas. Then, bring your talents, team expertise and tools together to create a masterful work of art. Yes, the final version will be the 'show and tell'. But, ask any artists: the real results come from the pain staking planning upfront.
 
4. Tools and Supplies
Plain language uses many tools. But the important ones are unmasking your audience's personal needs and your information's true depth.
 
Readability tests—the early backbone of plain language—can only supply broad strokes to the canvas: you need to go deeper.  Don't forget to blend in user testing at each stage: it can add real visual power to your next version.
 
5. Begin
You are starting with a blank canvas for each project. Always keep the doors to communication open.  Start with gusto, but work with your client along the way. Go step-by-step: resist the temptation to throw all your creative and concept skills at the canvas in one go. Be prepared for tantrums—yours and theirs.  
 
6. Build a Foundation
Whether the project is one document, or a whole group of documents, or a mix of media, create a style guide. Consistency is a huge part of plain language: using first person instead of third; upper and lower case titles instead of screaming bold caps;  not underlining copy (readers think it's a hyperlink). Do it for your sanity and to create your signature.
 
7. Dip In Paint
So, you've done your preparation, planning, and the canvas is ready.  Go wild—'dip it in paint'. Go for the test, the rewrite, and the edit.  Create! Paint a clear picture of the top changes and share.  Training staff has always been a key part of my projects: it can make plain language the universal language of the organization.
 
8. Professional Secrets
Each and every one of you has unique skills, talents, knowledge and experience that will be transferable to any plain language project. The key is the audience. Use all the plain language tools to get, use and measure the impact of the audience's needs, interests, and expectations. It will make the final project so much more stunning.
 
9. Glue It Down
Put on the final touches—proofread, check against style guide and checklists, review audience feedback. Get someone else to take a close-up look. Give it to the users for final review. Finish it. Stand back and admire. Then, on with the show.
 
10. Unveil Your Work of Art
Make a big deal of the final project unveiling. Encourage your team to celebrate. This is a big accomplishment and deserves a 'gallery opening' style event.
 
Ask for samples. Some huge successes can be made, and you'll want a limited edition version for yourself.  Gather them for your next gallery showing!
 
Where an artist works primarily alone, plain language is all about collaboration. This may feel awkward at first – but it is the best way to get the 'oohs' and 'ahs' when the unveiling happens. Plain language is hard work and you must be proud of your creations.
 
Best of luck with your next work of art!

Slide show features art project by Cheryl Stephens.

A recent survey showed writers and readers alike crave conciseness. Of all the plain language writing guidelines, conciseness plays a top role. When I measured the volume of information I had 'deleted' when editing documents for plain language projects, more than 50% had been removed on average. If you look at Rewrite's cost calculators for writing emails and other messages, the expense of over-writing becomes clear. So what are five things you can do to write more concisely?

1. Write in a conversational tone, using words the reader understands.
2. Use active voice - who does what - for a clearer style of presenting information.
3. Always look for a shorter word (administration - we or they), or single word to replace a phrase (on a daily basis becomes daily).
4. Avoid jargon by finding an everyday term.
5. Keep sentences (25 words or less) and paragraphs (1-5 sentences) short.

 Just these five simple techniques will strengthen your plain writing, build stronger client connections  and help you stand out from the crowd. Begin building your plain language style guide with these points. Enjoy the clarity.

Survey link

If you think having a #Facebook page is the best place for your business to be, you might want to think again. Until last week, I thought the same thing. But, when delivering my Making Every Word Count - Using Clear Communication to Connect with Clients workshop to new entrepreneurs, I learned some key information. Millennial entrepreneurs prefer #Instagram to #Facebook. They have good reasons. This was promptly supported by an online article.

This Red Website blog post, from the day after my workshop, caught my eye. 5 reasons you should ditch Facebook and concentrate on Instagram instead  put it in #plainlanguage. Facebook has plateaued and without paid for ads your chances of getting conversions are declining. Instagram is just getting started. And, the filtering process used on the platforms makes a huge difference (See 3. below).

In a colourful poster, Red makes the numbers sing.
1. Since 2013, Facebook's organic marketing reach has declined 63%. Instagram's has grown 115%.
2. Only 32% of Facebook users engage with brands. 68% of Instagram users engage with brands.
3. Only 6% of Facebook brand followers are reached. While, Instagram reaches 100%.
This information is definitely worth exploring.

'One of the reasons I love to train, is what I learn from my students. Technology and entrepreneurial millennials are pushing the boundaries. They have experience across all platforms, curiosity and confidence, and want to be able to do things better. The words status quo - or leave as is -  are not in their vocabulary. Read this article. Read more articles. Consider a small change in direction for
your online marketing. And, definitely consider updating your social media marketing strategy for 2016.

Special thanks to Kootenay Street.com, UpUpPlayTower.com, KootenayStyle.com and soon to be online 'RealGoodFoodNelson;.