With the launch of the university advancement sub-brand, special focus is given to messaging to ensure maximum readability when writing for alumni, donor and friends of Missouri State.

Below are some of the best practices being executed in the development of sub-brand text to boost comprehension, retention and action.

Contributed by Michelle Rose

Shorter is better

• Shorter paragraphs
  • One to three sentences. Three is max. 25 words max for lead, i.e., first paragraph.
• Shorter sentences
  • Eight words is perfect sentence length; occasionally longer is OK; 21 words should be max
• Shorter words
  • Goal is five characters; one syllable or two is ideal

Be visual

• Use large images
• Break up text with infographics/numbers/timelines

More entry points

• In text longer than 250 words, ensure there is at least one overall headline, and a minimum of two subheads
• Create infographics
  • If something is a number, date, fact, timeline, etc., pop it out in a large box rather than keep it in paragraph or narrative-style text
• Use more “chunks” of information
  • For fact-based stories that don’t have a natural story arc (nonprofiles, nonnarratives), break out each “thought” or thesis into its own chunk, complete with a mini headline or subhead
• Break out all calls to action

Flex voice to connect with readers

• Ask more questions (How will you inspire others? Etc.)
• Be personal by using more us/you/we language (i.e., not “The university will endeavor to accomplish the goals” but “we will reach our goals.”)
• Don’t use passive sentences
• Focus on MSU pride and more use of the words from the overall university branding campaign