Tips for Writing

Engage the audience

The words we choose are crucial. But don’t forget that we need people to want to read them. By writing in a way that is accessible and engaging, we can demonstrate that this is a place where individuals are living out tradition rather than being bound by it.

Here are some elements we can work with to make our marketing materials and communications more readable and interesting:

• Verbs
  Keep verbs active, up front and close to the subject, so that we make an impact and sound authoritative.

• Point of View
  In most writing, you can address the reader directly. Instead of "our students are assigned a peer mentor," try: “you will meet your peer mentor during new student orientation."

• Syntax and Rhythm
  Change up the length of sentences and paragraphs to add variety, and don’t be afraid to keep them short. Reading a message out loud is a great way to check whether the rhythm is right.

• Punctuation
  Use colons and dashes to let messages breathe and to build ideas into a more memorable punch. The em dash adds a phrase or a series into a sentence. Avoid ellipses — they sound as if we’re grasping for our next thought.

Be clear

Every communication doesn’t need to contain every detail. Eliminate clutter by focusing on what’s both important and relevant. Ask yourself, “What do I want the reader to take away from my writing?” and let that be your guide.

Get to the point

Create a clear hierarchy so that key messages are communicated at every level. Don’t bury the lead. Each piece should tell a story in five seconds, in 30 seconds, and in a few minutes. Cater to audiences at every level of attention with action-oriented headlines, clear body copy, and meaningful subheads, call-outs and highlights.

Let it breathe

White space is okay. In fact, it’s encouraged. So organize the information, then use white space to let the eye rest and the reader digest what they’ve just read.

Use a consistent style

Consistency on all printed materials is essential to communicating our message and presenting the university in a professional and trustworthy manner. Use the Cal Lutheran Stylebook as a reference to ensure that our message is clear, concise and consistent.