Gunningís Ten Principles
for Clear Writing
Source: Robert Gunning, The Technique of Clear Writing.
McGraw Hill Book Company, New York (1952)
- Keep sentences short.
- Prefer the simple to the complex.
- Prefer the familiar word.
- Avoid unnecessary words.
- Put action in your verbs.
- Write the way you talk.
- Use terms your readers can picture.
- Tie in with your readerís experience.
- Make full use of variety.
- Write to express, not to impress.