Writing tips

Some pointers to help make your content readable, engaging and consistent.

1. Use plain language.

Words that are commonly used are more recognisable and easier to understand. Helping people to absorb the meaning quickly and easily is a generous act, benefitting everyone.

Tip: Paste your text into the Hemingway Editor to highlight complicated language and long sentences. Aim for a readability grade of 7-8. This will make it easier for everyone to understand your writing.

2. Use the active voice.

Avoid the passive voice.

In the active voice, the subject of the sentence does the action. In the passive voice, the subject of the sentence has the action done to it.

Farriers play an important role in the health of working donkeys.

An important role is played by farriers in the health of working donkeys.

The health of working donkeys is improved by farriers.

Tip: If you can add “by donkeys” to the end of your sentence and it still makes sense, it is likely in passive voice. For instance, “The fodder was eaten” still works when you add “The fodder provided was eaten by donkeys.” So, this sentence is written in passive voice.

3. Use inclusive language.

When writing about groups of people or individuals, be aware of political, social and cultural sensitivities around their identities. How do they want to be spoken about?

Do they describe themselves in the same way you’re describing them? If in doubt, always check with them.

Ask yourself whether the identity of the person or people you're writing about is relevant to what you're writing about. If it's not, don't mention it.

4. Lead with the most interesting, exciting information.

When writing an article, a social media post or a web page, grab your reader's attention as soon as possible.

Include the main subject, perhaps in the form of a statement, question, statistic or story, in the title or first line.

For readers in a rush, you're giving them the vital information. For those who want more, they know to keep reading.

A good rule of thumb is to always use the inverted pyramid: readers will more quickly understand your main points and will be more likely to keep reading.

5. Be concise.

Don't restrict yourself with arbitrary word counts. Use as few words as you can and as many as you need to communicate the idea or make the point.

6. Write like you speak.

And speak directly to your reader. This means sometimes using contractions like "you're" and "we'll." It also means using a mix of short and slightly longer sentences to add rhythm to your writing.

Writing like you speak makes our work more relatable and easier for people to connect with the words.

Tip: Read your text aloud to see if it sounds robotic, corporate or floral. (This can also help you to spot errors.)

7. Don't tell people how to feel.

Our audience comes from diverse backgrounds and people experience life in different ways. Don't make assumptions about how people may feel about events and situations.

Sweeping statements can have an unintended impact, leaving readers feeling isolated, patronised, upset or as though they don't belong.

We understand the topic of animal mistreatment can be troubling for some.

We know how distressed you must feel about the mistreatment of working animals.

8. Use Brooke’s voice.

Our voice is determined, plucky, assured and caring.

9. Be precise and correct.

If you're not 100% sure about a statement you've made, check the facts and include references whenever relevant. If you're including a reference or source in web content, be sure to use an inline link rather than a footnote.

Tip: Even the best writers make mistakes. Ask a colleague to read through your work with fresh eyes to check for any grammar and spelling mistakes before sharing.

10. Take an international view.

While we use UK spelling, we take an international viewpoint and avoid assuming that people are from a particular country.

Animal welfare advocates in the UK are heading to London to meet with parliament.

Animal welfare advocates are heading to the nation's capital to meet with parliament.

We are simple and direct

We use simple and direct language to get our message across, so avoid jargon and cliché wherever possible.

We offer training and advice to help owners better care for their animals.

We facilitate community education and empowerment, to help improve animal husbandry.

We use words from the Germanic stem, rather than French/Latin based English where possible.

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Editing your written communications will make your writing more direct and easier to read. Try cutting your copy by a third…and then by a third again.

We are inclusive and inspiring

We talk directly to the reader as if speaking to them face-to-face, using words that are natural in conversation.

To make sure we achieve our goal…

To ensure a successful outcome…

Read your words out loud to yourself, or someone else, if possible. Does it sound natural and easy to understand? If not, try rewording by saying out loud: ‘What I mean is….’ then write down the words you’ve used to explain your point.)

We are passionate

We use passionate and urgent language to communicate need, but we are never aggressive or hectoring.

For Sudher, time was running out…

Tragically, no one cared that Sudher was suffering…

With just £3 you can help brave donkeys like Sudher…

If enough people like you gave just £3 then donkeys like Sudher could…

Your writing will always sound more direct and urgent if you use active verbs rather than a passive sentence construction.

Brooke provided support

Support was provided by Brooke