Reports should read like billboards

Most readers are likely to scan or skim your documents instead of reading the entire thing word-for-word.

I always try to remember to write fewer words to read.

Say the information in the least amount of words possible and still accomplish the task. It seems obvious, but we often include unnecessary information (especially in reports, brochures, and pamphlets) to make our documents look substantial and sound important.

You should cut 50% of the original text.

In order to reduce the text by at least 50%, it may be helpful to look at each section of your document and ask yourself:

* How does this information help achieve my purpose for the document?
* How does this information help the reader do what I want them to do after reading my document?
* Given what I know about my target audience and their circumstances, will this information really help them?

Don’t bury important information. Put the most important information first, at the top of the page or in the first paragraph.

Make sure the information is in logical order. For example, if you are writing instructions, list the tasks in the order the person must do them.

People are more likely to act on instructions when they are informed clearly how to do so.

Example:

We have approved your claim. Before we can send your check, you must:

Fill out the enclosed form with your:

* Social security number
* Address
* Signature

Mail the completed form to: Fulfillment Office, P.O. Box 258, Des Moines, Iowa 50309

Send it to us before: November 1, 2008

After we receive your form: You should receive your check within 30 days.

Try to limit yourself to a few main points. Don’t try to impress them with your vast array of knowledge they aren’t going to read.

Keep the “fine print” information in fine print.

Use your main text to get your MAIN points across. Often, there is some information that your readers should have for reference, but you know that they are unlikely to read and use it. In these cases, you can provide the information in “fine print” outside your main text and refer the reader to it. You can also give your reader some explanation in your main text of what is in the fine print and why or when they should read it.