HOW TO WRITE

SHORT & SHARP

STRATEGY
PLANNING DIRTY
 OVERVIEW
OVERVIEW
Honing your writing skills is key to writing short, sharp strategy and
inspiring creative briefs.

Here’s a few basic tips to get you started.

Enjoy,
Julian Cole

Subscribe to the Planning Dirty newsletter and join the 20,000+

readers who get monthly strategy tools, tips and resources.
 CREATED BY

HARRIET KINDLEYSIDES JULIAN COLE

is a senior creative strategist is a strategy consultant who
Breaking down the boundaries works with brands and agencies
between people and brands to create world class integrated
@minimalstrat campaigns.
TABLE OF CONTENTS
1. Write in Plain English
2. Cut Unnecessary Pronouns
3. Cut Adverbs & Repetitive Adjectives
4. Use Visual Over Verbal Words
5. Rewrite, Rewrite, Rewrite
6. Practice
 1
WRITE IN PLAIN
ENGLISH
 Strong strategy is like an iceberg.

You don’t have to see it all to know that it’s there.

Theory of Omission - Ernest Hemingway

 Writing Simply Takes Time

“I didn’t have time to write you a short letter,

so I wrote you a long one instead” - Mark Twain

Communicating exactly what you want to say in a

simple, useful and compelling way takes time. And a lot
of practice. It’s hard - it’s why we use memes and emojis
to show how we feel.

The A-to-Z Plain English Dictionary is a tool that helps

you escape the business jargon.

Photo by hannah grace on Unsplash

 How to keep it simple

● Think about your audience - People buy from people, so

use Plain English words that make sense in the real world,
not the boardroom.

● Make every word count. What do they mean to the

people you want to talk to? Don’t use empty words that
could be anyone.

● Refine, refine, refine - Can you say the same thing with
less words? Are they the best words you can use? Does it
make sense when you say it out loud?
 1. WRITE IN PLAIN ENGLISH

BEFORE AFTER

We empower our customers by giving We know that everyone is different.

them all the tools and resources they
need to enable them to treat their
specific requirements.
This is why we give you all the
information you need to make
your own decision. (But if you want
to chat give us a call...or a text, or
an email)
 1. WRITE IN PLAIN ENGLISH

BEFORE AFTER

We made a decision to provide our We decided to give our customers

customers with more efficient means an easier way to bank.
of accessing their funds.

Monzo are a good example of a brand who use Plain English.

You can view their tone-of-voice guide here
 1. WRITE IN PLAIN ENGLISH

BEFORE AFTER

Flat white is a coffee drink made with

espresso and accompanied with
steamed milk and microfoam.
Microfoam is made by steaming milk
and carefully pumping in air, leaving a
smooth milk filled with air bubbles.

McDonalds
 2
CUT UNNECESSARY
PRONOUNS
 2. CUT UNNECESSARY PRONOUNS

1ST PERSON I, ME, WE

2ND PERSON YOU, YOURS

3RD PERSON HE, SHE, THEY, IT

Using some pronouns is fine, but be strict on the amount to make sure that your point isn’t lost
 2. CUT UNNECESSARY PRONOUNS

BEFORE AFTER

We believe that if we create a series of The "50 Ways To Use The Dremel"
“50 Ways To Use The Dremel”. We think series will inform people on the
that your target consumer will respond range of uses and increase the
with “I now can use the Dremel in so chances they'll buy
many more ways than I thought I
could.” Which we assume will increase
the purchase intent
you will definitely see.
 3
CUT ADVERBS &
REPETITIVE
ADJECTIVES
 3. CUT ADVERBS AND REPETITIVE
ADJECTIVES

ADVERBS ADJECTIVES

HOW? HOW MANY?

Gene dances gleefully Gene sang several songs

WHERE WHAT KIND

Gene danced in the rain. Gene sang a beautiful song

HOW? HOW MANY?

Gene dances during the song Gene sang the most famous song

Source
 3. CUT UNNECESSARY ADJECTIVES

BEFORE AFTER

It covers in depth and detailed analysis
of the regions and the competitive
players which is likely to have an impact
on the growth of the market in the
estimated forecast period.
The analysis covers regions and
competitors that will hit growth this
quarter.
 4
USE VISUAL OVER
VERBAL WORDS
Customers much prefer visual words.
Words that paint pictures.

Al Ries
 VISUALIZE
Not all words were created equal.
Two types of words, visual and verbal.

Verbal words don’t create a picture in our head. Visual words have
images associated with them.

“Picturing Word” appeals to multiple senses and allows us to draw a

picture in our head.
 IMPACT SMASH HIT

LUMINESCENT GLITTER

CURRENCY DOLLAR BILL

CURIOUS NOSY

POSITIVE SMILE
The language in which it is couched is at least as
important as the inner truth itself.

Jeremy Bullmore
‘Product satisfaction arises less
from inherent construction and ‘People don't want quarter-inch
performance than from drills. They want quarter-inch holes’
consumers' internalised
perceptions of personal utility.’
 5
REWRITE, REWRITE,
REWRITE
 5. REWRITE, REWRITE, REWRITE

The foundation of all good strategy starts with clarity of thought. So

when you’ve landed on an idea, aim to communicate it in as few,
focused words as you can. Then rewrite it until it is sharp and succinct.

Ask: Is the insight obvious? Is there another way of looking at the

problem? Is it culturally inspired and relevant?
 EXAMPLE USING THE GET/TO/BY
BRIEF: Selling fountain pens to office workers

BEFORE AFTER

GET: Office workers who think that using fountain GET: Office workers who think that writing by
pens to write takes too much time hand is inefficient

TO: Realise that using computers all the time isn’t TO: Realise that writing by hand is often the
as efficient as they think it is quickest way to get to the answer

BY: Showing that you can get some really good BY: Showing that ideas flow better through ink
thoughts and ideas when you write by hand

LINK
 6
PRACTICE
DAILY PRACTICE MAKES A DIFFERENCE

The best way to sharpen your writing skills is by practicing.

Luckily there are many ways to do this including:

❖ Journalling & stream of consciousness writing

❖ Hypothetical briefs - alone or with others
❖ Write a blog, Medium, a Twitter feed
 INSPIRATION IS EVERYWHERE

So take time to get away from your desk. See things, talk to people,
try new experiences. Sharpen your strategy skills by watching comedy, studying art,
and looking at the way other professions work.

Some of the most interesting insights can come from snippets of conversations,
hanging out in book shops or galleries. Tune your mind to spot things. And write
down phrases that you hear; curious combinations of words or thoughts you have
when you’re working out or taking a shower.

There is often things in there that become relevant later.

RESOURCES TO GET YOU STARTED

Designed Slides - Planners Template

More Books - On Writing Well
Narrative Arc by Martin Weigel
Plain English Dictionary
 EXAMPLE OF REDUCTION

BEFORE AFTER

We believe each pillar is critical to our
overall social media strategy, but
should be weighted differently. Each
pillar also should be activated on the
dates and times that are most
relevant to Gen Xers life.
Pillars are critical to the social
media strategy.
Pillars differ in weight and times
activated that are relevant
to Gen Xers.
OTHER
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END
PLANNING DIRTY