The three main objectives of writing in plain English are as follows. 

• The reader can find what they need. This refers to whether or not your information is communicated well to the reader for their ease. They do not want to search and analyze your writing to find what they are looking for. There are a number of elements that can help a reader find what they are looking for easily, but at the core, it is about understanding how someone reads content and understanding the F Pattern. If you understand the F pattern, then you know how to lay out your information so that it is easy for a reader to find. My post is an introductory post about Catalyst Photography. As such, I want to say right off the bat who we are and what we do because people start at the top right and skim left to right, and that tapers with every line, so you need to have the most prevalent information right at the top left. In my post, it says Catalyst Photography is a sports photography firm local to Windsor-Essex, Ontario. Right off the bat, they know who we are, where we are, and what they do. Which is the most relevant part of this post, as it is supposed to be introductory. Furthermore, if they are interested in us, I use a bulleted list with a short description at the top of the list saying what it is. Using a list rather than a paragraph format gives the reader an easier way to skim and find what they are looking for. 

• The reader can understand the content. We discussed in class that writing in plain English isn’t using slang,  gibberish, or dumb speak. The reader needs to grasp the concept of what it is that you are trying to say. There is a fine line that you need to walk between sounding professional and intelligent and sounding unintelligent and lazy. Writing in plain English is about conveying complex ideas with simplicity so that any reader with any level of knowledge can understand them. In reference to photography specifically, there is a lot of technical knowledge about specs of cameras, resolution, and terminology that you need to condense down into something that a normal person can comprehend. So rather than us saying we shoot with a 200 mm zoom lens with a 4k resolution, in my post, I say “we focus on delivering you the highest quality images.” This conveys our complex point into something that a consumer can comprehend and appreciate. 

• The reader can use your content to fulfill their purpose. The content on my introductory post is supposed to provide the reader with a service that they need. In this case, you want or need a high-quality image or video of a sport or an athletic outlet. My content tells you what it is that we provide our customers with. Meaning that if they are interested, they can visit our blog, which will be linked, and learn more about us and see examples of our work.