Background to inclusive marketing

• Advertising
• Press
• Television and film
• Radio
• Events
• Digital marketing
• Direct and relationship marketing

What is plain English and why use it?

Plain English isn’t about dumbing down or ignoring good grammar. For government, it can mean the difference between citizens knowing their rights and what they should do — or not. It applies to all media, not just leaflets.

Plain English means writing clearly and effectively and thinking about your audience. It means writing in a respectful way but not in official-ese. It certainly means avoiding jargon that people may not understand.

The advantages of plain English are that:

• it is faster to write
• it is faster to read
• you get your message across more often, more effectively and to more people

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Plain English and costs

Using plain English will help keep costs down when transcribing into easyread, Braille, British Sign Language or audiotape.

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Readability scores

When Microsoft Word finishes checking spelling and grammar, it can display information about the reading level of the document, including readability scores.

Each readability score is based on the average number of syllables per word and words per sentence. Word can also tell you how often the passive tense has been used (best avoided for clear readability).

Aim for good readability scores and plain English writing - whoever your audience. Plain English will ensure that the greatest number of people can get your information and messages easily.

To set your spell checker to automatically check readability, go to Tools, Options, Spelling, and Grammar. Then tick the readability request. Word will show your readability score every time you spell check.

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Flesch reading ease score

This rates text on a 100-point scale. The higher the score, the easier it is to understand the document. For most standard documents, aim for a score of 70 to 80.

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Flesch-Kincaid grade level score

This relates text to United States grade-school level. For example, a score of 5.0 means that a fifth grader, i.e. a British year 6 or an average ten year old, can understand the document. For most standard documents, aim for a score of 5.0, by using short sentences.

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Readability examples

The examples below, give the scores for the same information given in two different ways.

Example 1:

Difficult English:

High-quality learning environments are a necessary precondition for facilitation and enhancement of the ongoing learning process. (Flesch-Kincaid grade level score: 12. Flesch reading ease score: 28.1 per cent.)

Plain English version:

Children need good schools if they are to learn properly. (Flesch-Kincaid grade level score: 3.6. Flesch reading ease score: 86.7 per cent.)

Example 2:

Difficult English:

If there are any points on which you require explanation or further particulars we shall be glad to furnish such additional details as may be required by telephone. (Flesch-Kincaid grade level score: 12. Flesch reading ease score: 42.4 per cent.)

Plain English version:

If you have any questions, please phone. (Flesch-Kincaid grade level score: 2.3. Flesch reading ease score: 90.9 per cent.)

Example 3:

Difficult English:

It is important that you shall read the notes, advice and information detailed opposite then complete the form overleaf (all sections) prior to its immediate return to the Council by way of the envelope provided. (Flesch-Kincaid grade level score: 12. Flesch reading ease score: 31.1 per cent.)

Plain English version:

Please read the notes opposite before you fill in the form. Then send it back to us as soon as possible in the envelope provided. (Flesch-Kincaid grade level score: 5.3. Flesch reading ease score: 79 per cent.)

For practical tips, visit the top tips section of this guidance.

For other information resources, go to the resources section of this guidance.

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Page last reviewed: 11 August 2008