Writing Best Practices

No matter who we’re communicating with, we must be clear and easy to understand. Even if our audience is very familiar with Texas A&M, we should steer clear of highly academic terms, jargon and other “insider” language that might not be understood by all. We should write as we speak so that all of our communications sound natural and conversational, not stuffy and formal.

Have a clear point that you want our readers to walk away with in every communication. Don’t overwhelm them with information. With the exception of multi-page content and larger pieces, try to focus on a single message that’s easier to hear, understand and remember.

What we say is more powerful when we back it up with proof points. Rather than simply stating that we’re welcoming, innovative or making a difference, give specifics and tell individual stories that illustrate these important points. People remember details more than they remember generalities, so give them something to hang on to and believe.

Everything we create should have a purpose and drive further engagement. Always include a clear call to action to tell your reader what do to next, whether it’s to take a specific action or simply to think about Texas A&M in a new way.

As we compete for audience attention, it’s important to make every word count. Make what you write more digestible by using bullet points, infographics and clear content hierarchies with headlines, subheads and body copy.