phil ringnalda

Damn, I didn’t even make it past the first bullet-list in this web copy style guide before it became clear that I was hopeless:

• Get to the point. Use short words and phrases, rather than longer ones, and omit unnecessary words.
• Keep it simple. Express one thought at a time, and use plain language.
• Don’t use metaphors, figures of speech, technical jargon or other writerly flourishes, unless they help make a point.
• Resist using sarcasm and irony; and when you find you can’t resist, say so.
• Let your readers know when you are stating your own opinions. When you state a fact, tell them where you got it from.

If I am giving directions to an ambulance which is coming to pick me up, I will use plain language and short words. With that one proviso, I enjoy language, I revel in convoluted sentence structure that challenges the reader, I find that jargon exists because it precisely conveys concepts that more common terms only suggest approximately, and the only way I will point out my sarcasm is by saying <sarcasm>”hey, moron, sarcasm ahead: better skip the next sentence or two”</sarcasm>. However, I am quite good about telling my reader where I got my opinions: sheep entrails or tea leaves, I cite my sources. [via pixelkitty]