wr0. Course introduction
wr1. Writing fundamentals
wr1-0. Introduction :29
wr1-1. Chose simple words :54
wr1-2. More verbs less adjectives :33
wr1-3. Use the present tense 1:05
wr1-4. Compound your sentences :25
wr1-5. Keep paragraphs short:29
wr1-6. Use the past tense 1:13
wr1-7. Review :56
wr2. Planning your message
wr2-0. Introduction: 1:06
wr2-1. Start with the ending: :36
wr2-2. Now start your beginning :19
wr2-3. Adjusting the middle 1:01
wr2-4. Captions add picture value 1:15
wr2-5. Headlines attract readers :44
wr2-6. Review 1:07
wr3. Writing with purpose
wr3-0. Introduction :37
wr3-1. Feature you 1:29
wr3-2. A short video script :47
wr3-3. Press release 1:26
wr3-4. Business cover letter 1:33
wr3-5. Instruction manual 1:18
wr3-6. Review :33
wr4. No this
wr4-0. Introduction 1:12
wr4-1. No alphabet soup 1:11
wr4-2. No abbreviations :45
wr4-3. No contractions :46
wr4-4. No slang and no swearing 2:19
wr4-5. No misspelling :56
wr4-6. Never misspell names :50
wr4-7. Review :38
wr1-1. Chose simple words
Your first writing goal should be ensuring the reader understands your message as quickly as possible.
Most people will understand faster if you write like you speak. This is not as easy as it sounds. Most of us speak with easy-to-understand words but then write with words that are longer and more difficult-to-pronounce.
Start by using the simplest and most effective words and phrases you can think of. Do not try to impress others with big words.
So make sure understanding your message comes first.
Here are a few examples of using simple words. The more syllables you use, the longer it takes the reader or listener to understand what you mean.
In college, they might encourage you to use long, sophisticated words. But in the real world of advertising, they use words as short and as easy to pronounce as possible.
wr1-1. In this form, create three sets of words. In each set write the short and the long example word with a similar meaning. Then send it to your coach.