Clarity in Instructional Writing

Found this 1980 ad about writing clearly. 65 years later, it's still the best writing advice I've ever seen: 1) Know exactly what you want to say before you start Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently. 2) Start where your readers are, not where you are Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it. 3) Use familiar word combinations Thompson's example: A scientist wrote "The biota exhibited a one hundred percent mortality response." Translation: "All the fish died." Stop trying to sound smart. Start trying to be clear. 4) Arrange your points logically Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards. 5) Use "first-degree" words Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them. "Precipitation" => "Rain" "Utilize" => "Use" "Facilitate" => "Help" 6) Cut the jargon Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it. 7) Think like your reader, not like yourself Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question. TAKEAWAY: This ad is from 1960. The internet didn't exist. Social media wasn't even a concept. But the principles of clear communication haven't changed. Most people still can't write clearly because they're trying to impress instead of express.

Users don't suck, but the information provided to them can. If your IFU reads like a legal contract, people won’t read it. Why? Because they’re confusing. Too wordy. Too complex. Too scattered. A great IFU should feel like having a clear-headed expert guiding you step by step. The user needs to know what to do, how to do it, and when to do it. Here's 20 recommendations/writing rules to improve your IFU↴ 1. Write procedures in short, identifiable steps, and in the correct order. 2. Before listing steps, tell the reader how many steps are in the procedure. 3. Limit each step to no more than three logically connected actions. 4. Make instructions for each action clear and definite. 5. Tell the user what to expect from an action. 6. Discuss common use errors and provide information to prevent and correct them. 7. Each step should fit on one page. 8. Avoid referring the user to another place in the manual (no cross-referencing). 9. Use as few words as possible to present an idea or describe an action. 10. Use no more than one clause in a sentence. 11. Write in a natural, conversational way. Avoid overly formal language. 12. Express ideas of similar content in similar form. 13. Users should be able to read instructions aloud easily. Avoid unnecessary parentheses. 14. Use the same term consistently for devices and their parts. 15. Use specific terms instead of vague descriptions. 16. Use active verbs rather than passive voice. 17. Use action verbs instead of nouns formed from verbs. 18. Avoid abbreviations or acronyms unless necessary. Define them when first used and stay consistent. 19. Use lay language instead of technical jargon, especially for medical devices intended for laypersons. 20. Define technical terms the first time they appear and keep definitions simple. Prioritize the user while ensuring MDR/IVDR compliance.

Most instructional designers would benefit from reading George Orwell. Not for politics. For writing. Orwell created six simple rules for writing clearly. One of them is especially relevant to instructional design: “Never use a long word where a short one will do.” This is where a lot of training goes wrong. Courses are filled with phrases like: “Leverage cross-functional collaboration to optimize operational outcomes.” But employees don’t talk like that. And they definitely don’t learn well from it. Clear writing is clear thinking. If a learner has to decode your sentence, they’re no longer focused on the skill you’re trying to teach. They’re trying to interpret the language. Inside organizations, clarity matters because time matters. Employees don’t need elegant prose. They need to quickly understand what to do, why it matters, and how to do it correctly. That’s why strong instructional designers are also strong editors. They cut words. They simplify explanations. They remove anything that slows understanding. We spend a surprising amount of time on this inside IDOL Academy—because instructional design isn’t just about models and theory. It’s about communicating clearly enough that people can actually perform. I’m curious: What’s the most confusing piece of corporate training language you’ve seen lately?

Ever sat in a restaurant, starving, and opened the menu… ...only to have NO CLUE what to order? Instead of "Steak and mashed potatoes," you get: “Charcoal-seared Wagyu bavette, Yukon Gold espuma, fermented black garlic jus, foraged woodland greens.” → A fancy menu works in expensive restaurants. → It doesn’t work when marketing yourself online. Because if people don’t understand what you do, they won’t ask for your help. The brain defaults to clarity and safety. It’s called cognitive fluency - the easier something is to understand, the more we trust it. If it feels complicated, we assume it’s risky. That’s why, when we’re unsure, we go with the safest option. And that’s exactly why so many people struggle to attract clients. Because their messaging is the equivalent of “foraged woodland greens.” If you want to make choosing you an easy decision, strip out the complexity. The 10-Word Clarity Test → Write what you do in 10 words. → Ask “HOW?” → Rewrite in 10 words. → Repeat until you can’t simplify further. At the end, you’ll have a sharp, specific statement. → Clarity creates confidence. → Confidence builds trust. → Trust brings clients to you. You’re damn good at what you do. Don’t lose out because of a lack of clarity. Would you pass the 10-word test? 

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence, it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means making complexity feel obvious. Here’s how I help people go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes people say “makes sense,” not “wait, explain that again.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. No one buys a process. They buy the result. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Listen first, then reflect. Don’t teach. Speak in words they already use. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One strong visual unlocks understanding faster than long explanations. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. One client result > ten claims. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. Test clarity in the real world, not your head. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Repetition isn’t boring. It builds trust. Your offer might be brilliant. But if it’s not clear, it won’t convert. If this helped clarify your offer: DM “System” and I’ll send the full System Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clear ideas create confident action. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

The reason your content isn't converting: You're solving problems your audience doesn't know they have. I see it every day: → Brilliant insights → Valuable content → Perfect frameworks Zero engagement. Not because it's bad content. Because it's answering questions nobody's asking. Your audience is at Level 2. You're teaching from Level 10. And the gap between those levels? That's where your conversions die. Let me show you what I mean: You write: "Optimize your conversion funnel with multi-touch attribution modeling" They think: "I just want more people to buy my stuff" You write: "Build a scalable personal brand ecosystem" They think: "How do I get my first 1,000 followers?" You write: "Leverage strategic positioning for market differentiation" They think: "Why does nobody know who I am?" See the disconnect? You're speaking PhD when they need kindergarten. Not because they don't get it. Because they're drowning. And drowning people don't need swimming theory. They need a life raft. So here's the diagnostic framework that changed everything for my clients: The Content Conversion Audit: The Language Test → Read your last 10 posts → Highlight every industry term → If it needs explaining, it needs replacing The Problem Check → What problem does each post solve? → Can your audience name that problem? → If not, you're teaching calculus to people who need arithmetic The Mirror Method → Look at your DMs and comments → What exact words do people use? → That's your content vocabulary. Use it. The Clarity Score → Can a smart 12-year-old understand your post? → Complexity is lazy. Clarity is craft. → Not dumbed down. Just clear. The Action Audit → What should they DO after reading? → One clear next step beats ten vague possibilities When you run your content through this framework, patterns emerge: → You're solving Level 10 problems for Level 2 people → You're teaching theory when they need tactics → You're using your language, not theirs The fix isn't to create "dumber" content. It's to meet them where they are. Then walk them where they need to go. One step at a time. Because here's what actually converts: → Solutions they can implement today → Content that names their exact pain → Language that sounds like their inner dialogue Not your expertise on display. Your empathy in action. Want to run your content through my complete diagnostic framework? I'm breaking down the entire Content Conversion Audit in my community. Including: → The 5-minute clarity test → My personal content templates → Real examples of before/after transformations Because your brilliant ideas deserve an audience that actually gets them. Stop teaching from the summit. Start guiding from base camp. That's where conversions live.

“I have two people in similar roles. I give the same instructions. One delivers. The other needs reminders.” Here’s what comes to mind for me in situations like this. We call it a “lack of follow-through.” ...an employee problem. But often, it’s about communication. ...a leader problem. Under pressure, we use shorthand: “Take ownership.” “Run with it.” “Be proactive.” “Drive this forward.” Those phrases feel efficient. The efficiency also quietly limits clarity. Because “ownership” is not a universal concept. One person might hear ownership as: --Keep me posted weekly --Ask questions early --Flag obstacles fast Another might hear ownership as: --Don’t bother anyone --Figure it out alone --Report when it’s done Same instruction. Two reasonable interpretations. So the “high performer” might simply be the person whose definition accidentally matches yours. The fix is not more reminders. It’s creating a clear definition. Instead of “take ownership,” try: “I want you to own this. By owning, I mean: -->A short update every Friday -->Obstacles surfaced within 24 hours -->Stakeholder expectations confirmed by next week -->A draft shared before it’s ‘perfect’” Clarity isn’t micromanagement. Clarity is how you reduce rework, resentment, and performance gaps before they form. What's your perspective on the value of clear expectations?

🚀 Are you teaching what you intend to teach, or are your students actually demonstrating what they’ve learned? Modern education is rapidly shifting from a teacher-centered approach to a student-centered, competency-based learning model. For educators, school leaders, and curriculum designers, understanding the correct sequence of instructional design is the foundation of effective teaching and meaningful learning. 1️⃣ Distinguish Learning Objectives from Learning Outcomes Before teaching begins, educators must clearly understand the difference between objectives and outcomes. • Learning Objectives are teacher-centered intentions that define what students should learn. They focus on instructional goals and are planned before teaching. • Learning Outcomes are student-centered achievements that define what learners can demonstrate after instruction. They focus on measurable performance and are evaluated after learning. 2️⃣ Design with SMART + ABCD Frameworks Effective objectives should be precise, measurable, and purposeful. Combine: • SMART Criteria — Specific, Measurable, Achievable, Relevant, and Time-Bound with • ABCD Model — Audience, Behavior, Condition, and Degree This ensures clarity, accountability, and strong instructional planning. 3️⃣ Integrate Bloom’s Taxonomy for Cognitive Rigor Learning should move beyond rote memorization. While Remembering, Understanding, and Applying are foundational, educators must intentionally design experiences that promote: • Analyzing • Evaluating • Creating This develops HOTS (Higher-Order Thinking Skills) and deeper conceptual understanding. 4️⃣ Use the Objective Writing Formula Avoid vague verbs such as “know” or “understand.” Instead, frame objectives using: [Students will be able to] + [Action Verb] + [Content] + [Criteria] 5️⃣ Implement Constructive Alignment Effective teaching happens when every component of instruction is interconnected and aligned. Learning Objectives → Teaching Strategies → Learning Activities → Assessment → Learning Outcomes When this alignment is maintained, classrooms become more purposeful, measurable, and impactful. 6️⃣ Align with NEP 2020 and CBSE Competency-Based Education A constructively aligned classroom naturally supports: • Experiential Learning • Skill-Based Education • Application-Oriented Teaching • Competency Development 7️⃣ Audit for Common Curriculum Design Mistakes Before implementation, educators should review their planning for common gaps: ⚠️ Use of non-measurable verbs ⚠️ Objectives without assessment alignment ⚠️ Overloaded outcomes ⚠️ Excessive focus on rote memorization ⚠️ Lack of student-centered performance indicators Education becomes transformational when we shift the focus from “What are we teaching?” to “What are students actually able to do?” #CurriculumDesign #LearningOutcomes #NEP2020 #CompetencyBasedEducation #InstructionalDesign #21stCenturySkills #TeachersOfLinkedIn #BloomTaxonomy

“Can you take a look?” is not communication. It’s confusion in disguise. 😶🌫️  You send the message: “Hey, can you take a look at this and let me know your thoughts?”  Then wonder why: → It takes 3 days to get a response → The answer doesn’t help → You end up scheduling a meeting anyway Here’s the truth 👇🏻 You didn’t communicate. You delegated uncertainty. In distributed teams, every unclear message creates ripple effects - delays, rework, frustration, and eventually… more meetings. So before you hit send, run a simple test: → Context. Decision. Deadline. 🧩 Context: Why does this matter? “We’re deciding on Q1 budget allocation. This impacts whether we can hire the designer we need.” 🎯 Decision: What exactly do you need? “Do you approve of this approach?” “Which option would you choose and why?” ⏰ Deadline: When do you need it? “Please review by EOD Thursday so we can finalize Friday.” Example: “Can you review this deck?”  ❌ “We’re pitching to the board Monday. Please review slides 8–12 for technical accuracy and share feedback by Wednesday 5pm.”  ✅ What changed? Clear async communication isn’t about being formal. It’s about being respectful. Of people’s time. Energy. Focus. 👩🏻💻 When leaders write with clarity, teams move with confidence. When they don’t - chaos fills the gaps. So, what’s the vaguest async message you’ve seen (or sent)? 👇 -- Photo Credit: Bénédicte Lassalle

Most people think "clearer writing" means simpler writing. Shorter words. Shorter sentences. Dumb it down until everyone can follow. But that's not clarity. Here are 7 ways to make your writing genuinely clearer — without losing an ounce of substance: 1. Lead with the point. Don't warm up for three sentences before saying what you mean. Give them the argument first — the backstory can follow. 2. Kill nominalizations. A nominalization turns a verb into a noun: "make a decision" instead of "decide." "Provide an explanation" instead of "explain." Find the buried verb. Set it free. 3. Replace abstract nouns with concrete ones. "Issues" and "challenges" and "factors" carry almost no information. What issue, specifically? What challenge? The more concrete the noun, the less work your reader has to do. 4. Use one idea per sentence. Complex ideas don't need complex sentences — they need room. When a sentence is doing too much, split it. 5. Cut the hedges that add length without adding meaning. "It could be argued that..." "In many ways..." "To a certain extent..." These phrases read as evasive. Be brave. Say what you really mean. 6. Read it aloud. Your ear catches what your eye misses. If you stumble while reading, your reader will stumble too. 7. End sentences with weight. The last word in a sentence gets the most emphasis. Don't waste it on a preposition or a qualifier. If you want something to land, put it last. Clarity isn't about dumbing things down. It's about respecting your reader enough to do the hard work before they arrive. ✍️ Which of these do you find hardest to do in your own writing?