Plain Language

Plain language is a way of speaking and writing that is easy to understand. It involves straightforward vocabulary, simple sentence structure, and information organized in a logical way. 

Plain language is all about:

• Writing for your audience;
• Organizing your writing;
• Shortening paragraphs and sentences;
• Simplifying word choices;
• Using lists

When you present information in plain language, your audience will be able to: 

1. Find what they need. 
2. Understand what they find. 
3. Use what they find to meet their needs.

Before you begin

If you are creating new content or revising existing content to make it more clear, ask yourself: 

• Who am I writing for? 
• What is their purpose? What do they need? 
• What do they already know?
• Why do I want them to read this? What is my purpose?

Organize the content for your audience

Start with the most important information: Make it easy on the people receiving your content by putting the most important information upfront. Add your main message to the beginning of your document, webpage, slide deck, or other marketing materials. 

Use lists to organize your information: Bulleted lists are a great way to focus your reader's attention on important material. Numbered bullets help people find steps in a process and easily understand the process from beginning to end.

Use headings to guide the reader: With headings, the reader can review the information at a glance. Headings also allow people using screen readers to navigate the content. 

Active voice

Using active voice is the most powerful change you can make to your writing. Active voice is clear, concise, and direct. Active voice is all about clearly articulating who is doing what. Here’s an example of how the active voice clearly indicates who needs to do what.

• Active voice: You must fill out the entire application. 
• Passive voice:  The application must be filled out entirely. 

Want a quick way to check your writing to determine whether you're using the active or passive voice? Use this easy test. Ask yourself whether you can add ‘by zombies’ to the end of your sentence. Check out this example: 

• Example: The house was entered. 

If you can add 'by zombies' to the end of the sentence, and it still makes sense, then you're using passive voice. The sentence "The house was entered by zombies" makes sense, so we know it's written in the passive voice. 

Now try this sentence: 

• Example: I entered the house. 

Adding 'by zombies' to the end of this sentence doesn't work. "I entered the house by zombies" doesn't make sense. So, we know it's written in the active voice.

This trick can help you quickly recognize passive vs. active voice. 

Everyday language

Use simple terms to explain and describe things. Using simpler language doesn't mean writing less precisely or dumbing things down. Rather, it's all about recognizing the needs of your audience. Communicating in a common, everyday language is easier for people to understand. Simple words and terms will also make translating the content into multiple languages easier. 

In a 2005 study by Princeton University, researchers found that using unnecessarily complex words can often backfire. Instead of viewing a writer who uses complex language as more intelligent, readers tend to discount the author's intelligence when their writing is difficult to read. 

As a public servant, you're responsible for writing and speaking in a way that your audience can easily understand. Even if you are a subject matter expert capable of sharing information in a highly technical way, you must prioritize the needs of your audience, many of whom may not be experts in the topic you are sharing. So, start by knowing your audience and their needs. Then, use words and terms that will be clear to them.

Here's a starter list of unnecessarily complicated words and terms you can swap out for simpler, clearer ones:

• Anticipate: Expect
• Attempt: Try
• Commence: Begin, start
• Comply: Follow
• Implement: Start
• Pursuant to: Under
• Utilize: Use
• Conduct an analysis: Analyze
• Do an assessment: Assess
• Provide assistance: Help or Assist
• Come to the conclusion: Conclude

Pronouns

Using pronouns like "we" and "you" instead of The Chief Marketing Office and State of Vermont employees can help you speak directly to the people receiving your content. Using pronouns can make sentences shorter and make the meaning clearer. Here's an example of how to introduce pronouns in your content.

Example: A state agency is developing a webpage for potential grant applicants to learn more about a grant program. The webpage introduction starts out like this:

• "Recipients of grant funds are required by the Agency to submit an application by December 31, 2026."

Because the audience of this webpage is primarily grant applicants, use pronouns to personalize the content. Here are two possible options to create more personalized webpage content using pronouns

• "Our agency requires applicants to submit an application by December 31, 2026." 
• "You are required to submit an application by December 31, 2026."

Plain Language Resources