EIGHT WAYS TO WRITE FOR IMPACT

Back in March, in collaboration with Donald F. Kettl professor emeritus and former dean of the University of Maryland School of Public Policy, we wrote a book titled “The Little Guide to Writing for Impact” (Rowman & Littlefield, 2024)

The goal of the book was to help academically-trained writers communicate in a way that will make it more likely that practitioners, policy-makers, legislators, legislative staff and the general public will read what they’ve written – and ideally take actions based on the good ideas presented.

Here are eight of the recommendations made in the first chapter of the book.

• Choose a good title. This can be the first introduction to readers about your work and what it’s about. If the title is long or confusing, impatient readers may move elsewhere rapidly and never have a chance to learn from what you’ve written. Many people who are trained in academic writing are inclined to write titles that go on and on until they’ve basically written the first line of the piece.

  
  

• Frame your thesis early on. Any informative writing ought to have a thesis. Having that clearly in your mind and then presenting it in a straightforward way will lure your readers in

  
  

• Once you’ve intrigued your readers thoroughly enough to get them to keep reading, be sure to write a great conclusion. A short excursion into “questions for future research” can work, but you don’t want the paper to end by appearing to push the biggest questions off to another researcher or to your own future project.

  
  

• KISS is shorthand for “Keep it simple, stupid,” which keeps readers going after you’ve gotten them to start.

  
  

• Avoiding jargon is key. Careful technical language helps to avoid confusion, of course. Air traffic controllers for the Federal Aviation Administration, for example, have developed very precise terms for guiding aircraft both in the sky and on the ground to prevent collisions, as several crashes in the past occurred when controllers thought they were saying one thing and pilots heard something different. A poor reason for using technical language is to make it sound like you know what you’re talking about. That obstructs easy reading and drives readers away.

  
  

• Though it can be tempting to write in the order in which ideas occur to you, that’s likely not the order a reader can find most helpful. The World Bank’s guide to report writing offers some counsel and a variety of alternatives: “In addition to having good topic sentences, paragraphs must have a clear and logical organization.”

  
  

• Avoid Offense. There’s no place for gender-limiting language in writing. For a very long time, “he” was the pronoun of choice for writers, and that left out a whole lot of human beings. Writers tried to correct that by using “he or she,” but that often turned out to be awkward. “They” has begun to emerge, but not everyone has yet accepted it. An easy solution is to pluralize. Instead of writing that “He couldn’t defend himself” when referring to a person who could be male, female, or nonbinary, try the plural: “Public figures have a hard time defending themselves when they’ve been the target of media attacks.” That is smoother and avoids the awkward use of “they” in the singular.

  
  

• Talk to your dog. The most important point of all is formulating an idea that is sharp and clear. The early 140-character limit on Twitter had one great virtue: if you can capture the point of your paper in 140 characters, you can explain it to everyone. How do you do that? Our co-author Don Kettl talks to his dog, who, he reports, never argues back and who often proves an exceptionally good audience.

Intrigued? Want to know much more about writing for impact? Then here’s an unabashedly self promotional idea. Buy the book. You can do that by clicking here. 

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