How to Write Clearly: Tips for Simple, Effective Content

One of the hardest assignments I ever got as a new copywriter was writing taglines. How do you capture the essence of an entire company in a handful of words and make those words memorable? The writers who created lines like "Just Do It" or "Think Different" set the bar high.

But the truth is, even if you're writing a 15-page white paper or a 20-chapter history book, concise, simple writing always wins. It respects the reader and makes your message easier to absorb.

Simple isn’t easy, but it’s something worth striving for.

Harder Than It Looks

Why do we, as writers, struggle to keep things simple?

For many of us, it starts with how we were trained. We learned to build arguments, add detail, and prove our points. Those skills are useful, but they can make concise writing feel unnatural. Pulling back takes practice and a different editorial mindset.

Startup investor and essayist Paul Graham has said that writers often create complexity because they think they’re supposed to impress. He argues that simple writing is hard because it demands clear thinking. You can’t hide behind jargon or decorative language when you’re focused on clarity.

He’s right. Writing simply calls for weighing each word. Does this phrase sharpen the message or blur it? Does it help the reader or distract them?

It also requires writers to switch into editor mode. Simple writing demands choices: cutting extra lines, tightening long sentences, and shaping the message so it serves the reader, not our own attachment to a clever turn of phrase.

And for subject-matter experts, the challenge is even greater. When you know a topic inside and out, it’s easy to forget what readers don’t know. Jargon, acronyms, and assumptions about shared knowledge can slip in without a second thought.

There’s another layer, too: fear. Simple writing feels exposed. There’s nowhere to hide. When the sentences are clean and the structure is clear, the strength of the idea is right out in the open. That can be uncomfortable, but it’s also where the best writing lives.

Getting to the Point

There are things you can do before and after drafting to make your writing clearer.

One helpful approach is to create a one-sentence summary of your piece before you begin. It’s very similar to writing a tagline: It forces you to distill the entire message into one clean line. What’s the takeaway you want readers to remember? That worms improve soil health? That three small habits transformed your business? That there’s an easier way to get out of debt? If you can capture it in one sentence, you’ll have a strong direction for everything that follows.

Once you’ve nailed your summary, build a simple outline. It doesn’t need to be elaborate. Use it to identify your key points and make sure each one supports your main idea. This step alone can prevent a lot of detours and extra explanation.

Then comes the part many writers skip: self-editing. If trying to “sound simple” locks you up, don’t worry about it during the first draft. Get the ideas out, even if they’re messy. Let the draft sit, then come back with fresh eyes and your editor mindset. Look at each sentence and ask whether it helps the reader or adds unnecessary weight. Keep the lines that support your message, and let everything else go.

Graham offers a good test for this stage. In his essay “Write Like You Talk,” he suggests looking at each sentence and asking, “Is this how I’d say it to a friend?” If not, imagine the simpler, more natural version and use that instead.

Another word of advice: Read your draft out loud. If you trip over a sentence, your readers will, too. This single test catches more clutter than people expect.

Simple Content Is Worth the Effort

One of our jobs as writers is to minimize friction — anything that distracts readers, pulls them out of the story, or causes confusion. Less friction keeps people engaged. More friction raises the odds they’ll get frustrated, lose interest, or forget what they read minutes later. And complex copy can create friction.

Take a moment to consider your readers' needs. When someone spends time with your work, they’re giving you something valuable. Honor that investment by giving them something valuable in return. That might be entertainment, a solution to a problem, or a clearer understanding of a topic. Whatever the purpose, the message should never be hard to find.

Writing with readers in mind is an act of consideration. It shows respect. It builds trust and makes your voice, and your brand, feel dependable. And when readers have a good experience with your content, they’re more likely to return, share it, or take the next step you hope they’ll take.

Clear writing also has staying power. When your message is easy to follow, it becomes easier to remember. That’s what helps your ideas travel, influence decisions, and make an impact long after someone closes the tab.

About Copybrighters

Copybrighters, a Texas-based writing agency, specializes in nonfiction ghostwriting and book editing. Our leadership team brings more than 70 years of combined experience in journalism, marketing, and public relations.

Contact us to discover how we can assist with your next writing project.