George Orwell’s 6 writing rules 
I can’t and don’t take any credit for this post. But following on from my recent copywriting update (and you can sign up just to the right if you haven’t already), last week I promised you George Orwell’s 6 rules of writing. So here goes, with some humble annotations by me.
Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
There’s a low threshold here and I would also include any phrases or clichés that commonly appear in marketing material: phrases like “bring to life”, “tailored to” etc. We all do it, just try not to.
Never use a long word where a short one will do.
So say goodbye to words like comprehensive and innovative.
If it is possible to cut a word out, always cut it out.
Be ruthless here. And avoid using words that mean the same thing, like “our full and comprehensive service”.
Never use the passive where you can use the active.
Our products change lives, rather than, your life will be changed by our products.
Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
If we’re not careful jargon and industry speak are set to take over the world. Audit your vocabulary and weed out any naughties.
Break any of these rules sooner than say anything outright barbarous!
Orwell also advised us as follows:
A scrupulous writer, in every sentence that he writes, will ask himself at least four questions, thus:
- What am I trying to say?
- What words will express it?
- What image or idiom will make it clearer?
- Is this image fresh enough to have an effect?
And he will probably ask himself two more:
- Could I put it more shortly?
- Have I said anything that is avoidably ugly?
From Orwell’s essay “Politics and the English Language.”
Slip a copy of these under your pillow. Clear, concise and simple copy is a great achievement. These should help.
Lucy
