Being Concrete

Concrete begins as careless, slovenly, and entirely feckless. It is promiscuous and easygoing, willing to flow this way and that, open to being shaped, doing what anyone wants if that person is strong enough to hold it. Once it is committed, though, concrete becomes fanatically adamant.

You may know people like that.

Concrete writing is not heavy, stubborn, and dull. It is sensible, relating to our senses of touch, sight, smell, taste, and hearing. It binds us to the everyday world, to the practical, the familiar.

Writers should always try to pour concrete, to produce concrete writing unless, of course, they are trying to hide or obscure their meaning. In fact, a recent study by Daniel Oppenheimer showed that lack of specificity and concreteness is a sign of an intention to deceive.

Concrete writing sticks to your audience like the real thing to a shovel - and that's the whole point of good communication.

For more on Being Concrete, go to Moore Partners Scribbles