Plain language is all about a reader-centric view

We make it easy for your audience to understand your communication and to know what to do.

What is plain language?

Plain language makes it easy for your audience to read, understand, and act on your communication
Plain language communication is communication that your audience can understand the first time they read or hear it. And most importantly for business communication – it’s communication that your audience is able and willing to act on.

It’s all about putting yourself in your readers’ shoes
Plain language is about a fundamental change in attitude to content – from a writer-centric to a reader-centric approach. It is all about listening and putting yourself in your readers’ shoes by considering:

  • Who they are
  • What their mindset is
  • What they already know or don’t know about what you’re telling them

Benefits of plain language

It offers commercial and brand benefits
  • Have peace of mind that you are protected against legal and reputational risk
  • Be confident that the resources you spend on content generation, approvals, design, printing and distribution is a worthwhile investment because your audience is more likely to read and use your communication
  • Save time and cost on re-working communication, and dealing with queries and complaints
  • Stand out among your competitors with more client-centric communication
  • Gain the trust of your audience and build your brand
It’s the law

Various laws specify that consumers have the right to information in plain and understandable language that is not misleading or confusing:

  • Consumer Protection Act (CPA)
  • The six outcomes of Treating Customers Fairly (TCF)
  • National Credit Act 34 of 2005
  • Financial Advisory and Intermediary Services Act (FAIS)
  • Pension Funds Act 24 of 1956 (PFA)
  • Long-Term Insurance Act 52 of 1998 and Short-Term Insurance Act 53 of 1998

Risks of being unclear

What is the risk of not writing in plain language?
Your written communication is a direct reflection of the quality of thinking you apply in your business. If your content is poor, vague and confusing, you run the following risks:

1

Missed opportunities

Readers may not bother to read your communication at all
2

Lack of engagement

Readers may not act on your recommendations
3

Reputational risk

Readers may doubt your expertise, or their own expertise. This lack of confidence in you or themselves alienates them and reduces trust