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