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Info style

Nikiforov Alexander
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What is info style?

Info style is a methodology for writing accessible and understandable texts. It includes a number of editing techniques that help eliminate unnecessary elements from the text and fill it with useful information for readers. The popularity of info style has increased due to Maxim Ilyakhov's book "Write, Shorten," in which he not only created the concept but also systematized existing principles. Some of these principles were also described in Nora Gal's book "The Living and the Dead Word," published in 1972.

Principles of info style

Info style is based on three main principles focused on caring for the reader, providing them with benefits, and honesty in presenting information.

Caring

Texts should be easy to perceive so that readers can quickly grasp their essence. For example, if an internet provider encounters problems, instead of a vague phrase like "Infrastructure recovery works are underway," it is better to say: "Due to an accident, the wires have been cut. The team of technicians is already on site; we will restore access in two hours."

Benefit

Information should address specific questions or problems of the reader. For instance, a hotel copywriter should not just claim that the rooms are good; they should describe which rooms are suitable for families with children and which are for young couples, as well as explain how to make a reservation.

Honesty

There should be no distortions or false information in the texts. For example, a service might offer sellers to pay for the promoted service with the phrase "The 'Guaranteed Views' service will increase your chances of selling," while honestly explaining what the client can expect: "With this service, we guarantee that 1000 people will see your ad."

Advantages of info style

Using info style allows for more effective communication of necessary information to the audience. For example, consider two definitions of a guideline:

  • A guideline is a document containing instructions that regulate the rules for placing elements of corporate identity on advertising media.
  • A guideline is a document with rules for placing elements of a company's corporate identity on advertising media.

The second option is much simpler and easier to understand. Info style also helps eliminate ambiguity. For example, instead of saying: "Our backpack is the perfect companion for city dwellers," it is better to say: "Our backpack has compartments for a laptop, a water bottle, and keys," as well as "The material of the backpack repels water—your belongings won't get wet in the rain." Such examples demonstrate how info style adds clarity to the text.

Disadvantages of info style

Despite its advantages, info style cannot fix a bad text if its essence is not well thought out. For example, the phrase: "It cannot be called cheap, but the price is justified by the highest quality of the raw materials used and the ultra-modern production technologies," when edited according to the principles of info style, may lose all its content. To make the text more informative, it is necessary to add facts and examples, such as: "We produce decking from larch: this type of wood is less susceptible to moisture than others." Additionally, info style can reveal a lack of information, which may negatively affect companies offering dubious services.

Tips for editing texts in info style

After writing a text, it is recommended to follow these editing tips:

  • Do not make judgments: Allow readers to form their own opinion about your text.
  • Simplify: Shorten sentences and use simple words instead of complex terms.
  • Explain: Provide examples and explain terms using concepts familiar to the reader.
  • Remove: Get rid of unnecessary words and bureaucratic jargon.
  • Structure: Make the text logically and structurally clear.
  • Speak through actions: Use verbs to create clear images in the reader's mind.

Info style is suitable for formats such as instructions, blog articles, product descriptions, and landing pages, where information is important. However, it should be noted that when creating artistic texts, scripts, and storytelling, an emphasis on info style may detract from emotional tone and expressiveness.