- Three writing tips backed by scientific evidence. So great writing is simple. Short sentences, familiar words, and clean syntax take us less brain power to process and understand. Cutting extra words and using the active voice are two really easy ways to keep your writing simple. 

Great writing is specific. Words that are more specific activate more neurons in our brain than words that are more general. When we hear vivid language, we can actually embody its meaning in our minds and in our muscles. We know this because one group of researchers asked people to listen to these sentences, and when they did, the brain regions responsible for moving their jaws, their hands and their legs fired. 

Great writing is surprising. Our brains are wired to make nonstop predictions, including guessing the next word in every sentence we read. If your writing confirms that guess too often, it can get a little boring. The more surprising your sentences and stories are, the more your message will stick.