When something is well written, it lets people focus on the message. When something is poorly written, it distracts people from the message. We've compiled some simple tips with examples to provide some basics on good writing.

Before you begin, make sure you have a clear communication strategy. Outline your goals so you know what you’re trying to achieve. Make sure you understand who you’re talking to and why. And be sure that you’re using the appropriate communication tools to reach your audience.

Then, plan what you want and need to communicate before you begin writing. Planning is the key to good writing. Before you write, ask yourself:

  • Who is the target audience(s) for my communication?
  • What do I need my target audience to know?
  • What do I want them to do?
  • How does my message support the university’s mission, vision and brand?
  • What does this say about UNT Dallas?
  • How will I know if my communication succeeds?

Some tips to ensure your communication resonates with your audience are:

  • Use direct, clear, concise sentences that are easy to understand and to the point. Always be accurate and honest.
  • Choose contractions when appropriate. They convey our casual, welcoming nature.
  • Use active voice, rather than passive.
  • Show, don’t tell. Use examples that relate the human aspects of the university, our programs and initiatives.
  • Be relevant. Keep your audience in mind and write or speak with that audience’s perspective. Ask yourself what that audience cares about and write to appeal to them while also making your greater point about UNT Dallas and our impacts. Apply these basic questions: So? So what? Now what?
  • ​Provide necessary context. Don’t expect your audience to know what you know, and don’t leave them guessing about what you mean.
  • Avoid technical jargon, acronyms, abbreviations and unnecessary big or fancy words.

For additional information about UNT Dallas Marketing and Communications, email news.information@untdallas.edu.