Практикум по чтению и переводу профессиональных текстов по книгоизданию и редактированию. Английский язык

Make it easy for your readers to find the subject and verb of each sentence, so they get the point fast.

5. Avoid dull, slow sentences. To avoid passive construction, start them with a subject, and then follow with a verb. For instance, «The coach marketed her business and books through submitting texts online» is an active sentence. «The coach’s books were marketed online through submitting texts.» is passive. Drop linking verbs such as «is,» «was,» «seemed,» or «had.» Replace them with power, active verbs.

6. Aim for compelling, clear copy. Write for the 8—10th grade reader. Don’t try to impress with pompous words such as «utilize.» Always think «What’s in it for them?»

7. Use specific nouns and names. General references don’t engage your readers’ emotions. Let them see the size, color, and shape. Rather than say, «Write your book fast to make lifelong income,» say «Write and finish your book fast so you can take that long vacation to a Caribbean island.

8. Let go of certain adverbs. Words like very, suddenly, and sparingly, tell instead of show. Use adverbs as often as you celebrate your birthday. Did I show, rather than tell? Your readers are hungry to experience feelings as well as picture themselves in your examples.

9. Let go of adjectives. Instead of saying, She is a super-intelligent person,» you could say, «She’s a genius.

10. Appeal to the senses of sight, sound, and emotions. Telling is not effective. Instead of «Buy this book today because it is so useful,» say, «Would you like to double, even quadruple your Online income in three months?»

11. Cut redundancies. Too much repetition in your texts speaks boring or «talking down» to your readers. Be willing to part with some of your «precious» words. Your first edit should reduce your words at least by one-fourth.

12. Don’t use pompous words to try to impress your reader. Use the shortest, simplest, most well-know word. Check your word’s number of syllables. The more syllables, the more difficult.

13. Keep the subject and verb as close together as possible. Don’t make your reader work to get the meaning.

14. Use the present or past tense of the verb rather than the "-ing“ form of the verb. Instead of „she is singing,“ say, „she sings or she sang.

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