b. What makes plain English writing different? (4 Marks) 

As mentioned above, with Plain English writing we are trying to write to a specific audience in a way that they completely understand without any confusion. The difference with this writing method is that it is not meant to go into depth or detail. It is entirely meant to get a message across to someone in a way they would understand. Going back to my “line up here” analogy, we could even add an arrow beside the wording and that would still count as plain english writing. However, I do want to be clear about one thing when explaining what Plain English Writing is. The intention of this writing style is not to dumb anything down or write to the lowest common denominator. The point of Plain English Writing for us as marketers and advertisers is to communicate clearly and get the message across as quickly as possible. The key takeaway with what makes this writing style different is we need to write as if the readers matter.