Brenna Lemieux’s Post

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Comms to build trust to drive growth, for B2B tech

I'm editing a really smart person's writing right now. It's grammatically flawless and super insightful. Still, I'm suggesting a lot of changes for readability. 📖 Here are 7 that keep coming up. Maybe they'll make your next piece more readable too? 🔁 Trade "-ing" clauses for simple present tense. E.g., "Coffee provides you with caffeine, giving you more energy and enhancing your wakefulness" --> "Coffee has caffeine, which gives you energy and makes you feel more alert." 📏 Use shorter words. I'm replacing things like "represents," "embodies," "exists as," etc. with a "to be" verb. The result is crisper and clearer: "This represents the biggest challenge you face today" --> "This is the biggest challenge you face today." ✂️ Cut adjectives. In a sentence where multiple abstract nouns are described by abstract adjectives, the reader gets lost. Cuts are an easy fix. ❌ Replace "enhance" with a more concrete verb: speed up, strengthen, clarify, make more [adjective], etc. 💪 Choose one example from an "or" clause. Usually one is stronger; the second just makes things soggy. 👵 Replace "upon" with "on." "Upon" often sounds archaic. 📰 Use headers to summarize. A skimmer should get the main ideas just by reading section headers. #editors of LinkedIn, what are your favorite tips?

Barbara Salgado

Storyteller | Writer | Ghostwriter | Strategic Communications

4w

So true, Brenna Lemieux. I think 'really smart people,' as you mention them, sometimes fall victim to their 'smartness' and tend to abuse the "ing," excessive adjectives, and other 'smart-sounding' words to make sure the reader really understands just how smart they are. I guess making those suggestions is our added value as editors 😜

Nancy Carroll (she/her/hers)

Strategist/Writer/Designer | Connecting your message with your markets

4w

Brenna Lemieux, "has" is a weak verb. So are "be" and "do." I can understand avoiding gerunds, but substituting weak verbs does not strengthen readability, IMO. You're basically gutting what otherwise was lively writing.

Sarah L.

Professor of International Security at the University of South Wales, Jean Monnet Chairholder at Dublin City University and Editor of European Politics and Society

4w

I completely agree with your advice. That is why I am a bit puzzled that, in schools, they do not teach crisp writing, but rather tell students to add adjectives and 'make it more interesting'.

Tanmoy Goswami

User-survivor | Creator, Sanity, independent mental health storytelling platform | Fellow, Reuters Institute, University of Oxford | Member, Advisory Board, Centre for Global Mental Health

4w

Great list Brenna Lemieux, thank you. Here are a few of my peeves: 1. Starting a sentence or a new paragraph with a connector ('however', 'but', etc.) simply to signal continuity of thought. Most readers are smart enough to notice continuity without a forced adverb or conjunction. 2. Dumping too many unremarkable quotes because you want to play it safe and don't want to lend your own voice to whatever your story is trying to say. 3. Not using the em dash, because someone told you it sounds like AI. 4. Not using the serial comma - I don't care what your reason is. (Obvious caveat: It's much easier to edit another's words than one's own.)

Matthew Coslett

Science writer and science engagement specialist at Nagoya University

4w

The gerund clauses drive me nuts too. They are commonly used in marketing where every word counts, but look weird (most of the time) in serious pieces. Strangely, ChatGPT LOVES them. Enhance traditionally had a meaning of further improve something, but seems to be confused with improve a lot of the time. As for my pet hates, double hedging drives me nuts (This suggests that the following may be true possibly in the following situations... argh!!!) and 'not only... but also...' used when 'and' would suffice

Joanna Woodnutt

Vet | Writer | Content Strategist for the Pet and Vet Space | Passionate about Educating Pet Owners

4w

Ooooh agree with all these! I’d add: - hugely long and complex sentences- if it’s more than 20 words, see if you can add a full stop - paragraphs similarly should be less than 150 words usually - subheadings at least every 300 words, ideally every 200 or so- otherwise it’s hard to read!

Mike Bonheim

Creative Director & Strategist Live Events - Copywriting - Experiential Creative leadership and management of live events that deliver

4w

Useful tips. I'm saving this for future use. Thanks!

Charlotte Nad

Independent Management Consulting Professional

4w

In my experience, you need to write for your audience. On a top level, writing in academia is very different than writing for corporate. And, even writing in corporate differs depending on manager. I wrote for a trader - it was all bullets, not one complete sentence. I wrote for an engineer, it was tight, short paragraphs with a few bullets. Composing an email is different than a text and writing for a non native English speaking audience is different again. Bottom line: tailor your message to your audience.

Jason Myers

Content Manager, Product Marketing | Creating engaging, customer-centric technical content | Experienced B2B marketer helping companies build pipeline

4w

I actually try to avoid ‘to be’ verbs because they tend to be weaker and less precise. YMMV, obviously.

Peter Osborne

Brand Positioning Strategist | Communications Windex | I transform how companies & professionals communicate their value to the world | I help struggling sales teams get rid of their Brand Garbage and close more deals.

4w

Check the word count. Cut at least 10% (advice from Josh Spector I've taken to heart). My advice: Read from beginning to end for flow, then read from end to beginning for grammar.

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