Bad writers sit down to write, and they think, “Ah, I am writing. I must use special Writing Language.” These people may communicate beautifully in conversation, but their writing is stilted and usually verbose. They write to impress rather than to communicate.
The difference between writing and conversing is that conversation isn’t a unit. When you are talking with, say, Marcella, she is usually talking too. So your conversation is interactive. You and Marcella give each other verbal and nonverbal cues that guide the conversation. You can tell if she doesn’t understand something, and you say it a different way. You can also use body language to make your point. The two of you make constant little adjustments to keep the communication flowing.
When you’re writing, however, the reader (Arturo) can choose to read or not read your writing (unless he is your English teacher). He can stop reading at any time without letting you know. Arturo bases his choice on three things:
(1) his interest in the subject,
(2) the energy in your writing (your style), and
(3) the integrity (unity) of your narrative (that is, does the piece hang together?).
Excerpted from Write Better Right Now, by Mary Campbell, designed for business writing but useful for any nonfiction genre
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