{"id":2766,"date":"2021-10-15T15:02:51","date_gmt":"2021-10-15T13:02:51","guid":{"rendered":"https:\/\/relaunch.jut-so.de\/writing-texts-7-tips-for-silver-tongues\/"},"modified":"2026-04-28T17:43:18","modified_gmt":"2026-04-28T15:43:18","slug":"writing-texts-7-tips-for-silver-tongues","status":"publish","type":"post","link":"https:\/\/jut-so.de\/en\/writing-texts-7-tips-for-silver-tongues\/","title":{"rendered":"Writing texts: 7 tips for silver tongues"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Caution. Reading this text could permanently change your writing style. Reading on is strongly recommended &#8211; but at your own risk.<br>Oooh, now we\u2019ve raised expectations, haven\u2019t we? That brings us to the first lesson: a good text starts out fiery and makes you long for more.<br>In this post, we\u2019ll give you tools to&nbsp;<strong>improve your writing style<\/strong>&nbsp;and sharpen your judgment. After reading this post, you will not only be able to write good texts but also better understand where your writing style still has potential. Let\u2019s go!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1.&nbsp;<strong>The beginning wants to shine<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Shine bright light a diamond! This is how the famous philosopher Beyonc\u00e9 formulated this lesson. The beginning of a text should and must be particularly brilliant. It consists of two elements:&nbsp;<strong>The headline and the introduction.<\/strong><br>The rule here is: Catch me! I am the reader\u2019s attention, hard to win, easy to lose. To catch me,&nbsp;<strong>the headline must entice me and the introduction must convince me.<\/strong><br>And how do you do that? By writing figuratively, preferably enriched with<strong>&nbsp;wordplay and lightness<\/strong>. Write the way you speak. Formulate simple sentences, be clear and concise and avoid unnecessary convolutions. Let\u2019s look at an example in which we revised a text on behalf of a client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">BEFORE<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Alarm over IP for the connection of security and alarm reporting systems.<\/strong><\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">With Alarm over IP (AoIP), we enable security service providers to cost-effectively connect existing customer alarm reporting systems to the respective control centers and services. Leading companies in the industry have been relying on snafu's Alarm over IP solutions since 2005. To date, we have already reliably connected well over 60,000 customers nationwide to the relevant control centers.<\/pre>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">AFTER<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Alarm-over-IP: Code alert!<\/strong><\/h3>\n\n\n\n<pre class=\"wp-block-preformatted\">When your sirens are blaring, our warning lights are flashing. Alarm! We connect over 60,000 customers from Siemens to Bosch to the responsible control centers via Alarm-over-IP. But wait a minute. What is that anyway? In a nutshell: Alarm-over-IP (AoIP) enables the cost-effective and secure connection of your alarm system to the emergency call and service control center NSL.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">2.&nbsp;<strong>No chance for long words<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Federal Training Assistance Act. Doesn\u2019t that word look awful? Or how about a financial services company? Ugh.&nbsp;<strong>Long words should have their teeth (and letters) pulled out,<\/strong>&nbsp;where possible.<br>Why? They are hard to digest and make life unnecessarily complicated. Those who litter their pages with such monstrous words run the risk of alienating their readers. Let\u2019s not do that \u2013&nbsp;<strong>and use nice, short words.<\/strong><\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Quality of well-being <strong>\u2192 Mood<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Motivational structures <strong>\u2192 Motive<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Weather conditions <strong>\u2192 Weather<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Problem statement<strong>\u2192 Problem<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Furnishing objects<strong>\u2192 Furniture<\/strong><\/pre>\n\n\n\n<div class=\"wp-block-spacer\" aria-hidden=\"true\">&nbsp;<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Quite simple, isn\u2019t it?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/jut-so.de\/wp-content\/uploads\/jut-so_blog-TexteSchreiben1.jpg.webp\" alt=\"\" class=\"wp-image-8137\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3.&nbsp;<strong>Brevity is the spice of life.<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It sounds trite, but it hits the nail on the head:&nbsp;<strong>Write short sentences.<\/strong><br>For optimal comprehensibility, the German Press Agency&nbsp;<em>DPA<\/em> recommends nine words per sentence. That\u2019s pretty short. If we turn a blind eye&nbsp;<strong>the upper limit is around 15 words.<\/strong>&nbsp;There may be exceptions, but only if the sentence expresses a coherent thought and the length does not harm digestibility.<br>Long sentences slow down the pace of the narrative. If you want to use this as an intentional stylistic element \u2013 go ahead. But too many long sentences at a stretch inevitably lead to snoring fits. They demand concentration and promote fatigue. So let\u2019s leave that too<strong>\u2013 and keep it short.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Write in a way that everyone understands.<\/strong><\/h4>\n\n\n\n<div class=\"wp-block-spacer\" aria-hidden=\"true\">&nbsp;<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">People who know a lot about a subject like to throw technical terms at their readers. This may be due to the desire to appear clever \u2013 or due to tunnel vision. Because you know the words, you think others know them too. That may work in an IT forum but on a website? Nopes.<br>We want to write in such a way that even laypeople can understand the message. The art is to explain complicated things in an understandable way. You break down the complex to such an extent that well-structured and pictorial language can make it understandable.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><sub><strong>OLD<\/strong><\/sub><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Cost-based pricing is a pricing method in which the costs of creating a product or service are taken as a basis and added up with a profit-generating margin.<\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\"><sub><strong>NEW<\/strong><\/sub><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Cost-based pricing is very simple: take the production costs of a product, add a profit-generating margin and voila - you have a price.<\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">4. Let the verbs be verbs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Creation, revision, consignment, bleeding. Endings such as -tion, -ment or -ing are warning signs. Has someone grabbed a verb and forced it into a noun uniform?<br>Verbs breathe life into texts. They dance, fly, speak, whirl. Anyone who has squeezed them into nouns had better free them again quickly. And anyway: a text can hardly have too many suitable, pictorial verbs.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\"><sub><strong>OLD<\/strong><\/sub><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">The fields of activity of the apprenticeship include plastering walls, decorating ornaments and restoring historical facades.<\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\"><strong><sub>NEW<\/sub><\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">In the apprenticeship, you plaster walls, decorate them with ornaments, and restore historical facades.<\/pre>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/jut-so.de\/wp-content\/uploads\/jut-so_blog-TexteSchreiben2.jpg.webp\" alt=\"boy standing infront of a wall with colorful scribbling\" class=\"wp-image-8138\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">5.&nbsp;<strong>Write pictures &amp; paint texts<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Attention! The next rule of thumb is:&nbsp;<strong>show don&#8217;t tell<\/strong>.<br>Telling sounds like this: \u201cAlthough it was a beautiful day, Mr. Smith made an angry impression.\u201d And showing: \u201cThe sky was shining in joyful blue. A few foolhardy sparrows were performing wild stunts in the air, while Mr. Smith stared at the flower meadow with clenched fists and an angry expression.\u201d<br>Figurative language is important because it pays attention to the peculiarities of our minds. We remember in images, think in images, and desire in images \u2013 so we should write in images too. At least we should if we want to be read.<br>Figurative language is found, for example, in idioms (boiling with rage), in verbs (the flames are dancing), and in the unexpected combination of words. I can try hard to remember. But I can also poke around in my memory.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>6. The sexiest adjectives<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There is nothing wrong with adjectives, but they are never preferable to thorough brainstorming. In particular, one should not rely on the superlative. The coolest, best, most beautiful, and highest quickly comes across as implausible. This rarely improves the attractiveness of what is being described.<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">An IT company writes: <strong>\"Security at the highest level.\"<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Better: <strong>\"Secure as a castle.\u201c<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">And: <strong>\"Best IT monitoring through 24-hour surveillance..\u201c<\/strong><\/pre>\n\n\n\n<pre class=\"wp-block-preformatted\">Better: <strong>\"Only Santa Claus sees more..\u201c<\/strong><\/pre>\n\n\n\n<h2 class=\"wp-block-heading\">7.&nbsp;<strong>Write for a friend<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If your writing suffers from acute stiffness, here\u2019s a simple trick. Write the text as if you were writing it for a friend. Or for your mum. Then you wouldn\u2019t start with:<br>\u201cWe promote innovative motivational improvement measures for employees to bring out personal strengths, identify weaknesses and make the corporate culture more human.\u201d<br>Would you?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Caution. Reading this text could permanently change your writing style. Reading on is strongly recommended &#8211; but at your own risk.Oooh, now we\u2019ve raised expectations, haven\u2019t we? That brings us to the first lesson: a good text starts out fiery and makes you long for more.In this post, we\u2019ll give you tools to&nbsp;improve your writing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2770,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[88],"tags":[90],"service":[],"class_list":["post-2766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-know-how","tag-know-how"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Writing texts: 7 tips for silver tongues - jut-so<\/title>\n<meta name=\"description\" content=\"Caution. Reading this text could permanently change your writing style. 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