Judi Goodwin runs CiB’s “Zap up technical and tricky text” course. It is aimed at anyone writing on dry or difficult topics including science, technology, finance, medicine, insurance, engineering and construction - or anyone who feels their writing style is in need of a boost. Here are top ten tips:

1. When translating a piece of heavy technical copy into something more reader-friendly, try and put aside the original text. Use your own words.
2. Let talking to people be the backbone of your research. An enthusiastic expert can fire your passion for a subject much more than research via books, brochures or the web.
3. Don’t let an expert blind you with science. Be honest about how much or how little you know and ask them to explain things to you simply.
4. Complete all your research before you start writing. Have all the facts at your fingertips. If you realise something vital is missing, it’s never too late to fill the gaps.
5. Commit as much of your research to memory as you can. Make a list or mind map your salient points. 
6. Remember it doesn’t have to be perfect. It’s only the first draft.
7. Be realistic. How much of the detail do you really need to convey? It might be better to include half as much information so you don’t daunt your reader rather than so much they feel overwhelmed and read none of it.
8. Don’t be afraid to make your message more personal if appropriate by addressing your reader directly with ‘you’.
9. Pose questions to provoke and engage your reader. Use short sentences, simple words and everyday conversational language.
10. Keep fit and well. High-energy copy never came from tired, hung-over or weary writers. Make sure you eat well, rest well and get plenty of exercise.  And write early in the day while you are at your brightest and best.

Read more about the course in the training section.

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