| CUNO’S RULES FOR EFFECTIVE COPY By Steve Cuno
Cuno’s
Rules for
Stronger Writing
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1
Write to communicate, not to impress with your writing. Good writing disappears behind the subject it brings to life. 2
Shorter is usually stronger. She had no idea what to do. Better: She was stumped. 3
Small words are better than big ones. Please do not expectorate on the sidewalk. Better: Please don’t spit on the sidewalk. 4
Active voice is stronger than passive voice. He was being watched by everyone in the neighborhood. Better: Everyone in the neighborhood was watching him. Better yet: Everyone in the neighborhood watched him. 5
In formal writing (i. e., for your English teacher), avoid “you” and its derivatives. In real writing, use “you” freely, but intelligently. Addressing the reader as “the reader” is punishable by death. |
6
Edit like mad. Throw out anything you can lose without changing your meaning. He told everyone present that his motive for killing the late canary was the inescapable result of a considerable number of mishaps during his childhood. Better: He admitted killing the canary, but blamed his childhood. 7
Any time you want to use an adverb, resist the urge. Adverbs usually signal the need for a stronger verb. He walked slowly. Better: He lumbered. He crept. He shuffled. He moped. 8
Show, don’t tell. He was mad. Better: His face reddened, his fists tight ened, and his lower jaw began to tremble. Smoke bellowed from his left ear. |
9
Forget you ever heard the words “got,” “get,” etc. They signal a chance to use a better verb or better sentence structure. He went upstairs and got the book. Better: He went upstairs and picked up the book. 10
Be wary of all conjugations of “to be” verbs. They usually suggest passive voice, and therefore an opportunity for better writing. She was well-liked. Better: Everyone liked her. 11
Avoid cliches. He settled into bed, snug as a bug in a rug, and lived happily ever after. Better: He settled into bed and turned off the light. |
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