On Writing Well: The Classic Guide to Writing Nonfiction

by William Zinsser

I’m more interested in the intangibles that produce good writing—confidence, enjoyment, intention, integrity—and

Any invention that reduces the fear of writing is up there with air-conditioning and the lightbulb. But, as always, there’s a catch. Nobody told all the new computer writers that the essence of writing is rewriting. Just because they’re writing fluently doesn’t mean they’re writing well.

Ultimately the product that any writer has to sell is not the subject being written about, but who he or she is. I often find myself reading with interest about a topic I never thought would interest me—some scientific quest, perhaps. What holds me is the enthusiasm of the writer for his field. How was he drawn into it? What emotional baggage did he bring along? How did it change his life?

This is the personal transaction that’s at the heart of good nonfiction writing. Out of it come two of the most important qualities that this book will go in search of: humanity and warmth. Good writing has an aliveness that keeps the reader reading from one paragraph to the next, and it’s not a question of gimmicks to “personalize” the author. It’s a question of using the English language in a way that will achieve the greatest clarity and strength.

Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular constructions, pompous frills and meaningless jargon.

Our national tendency is to inflate and thereby sound important. The airline pilot who announces that he is presently anticipating experiencing considerable precipitation wouldn’t think of saying it may rain. The sentence is too simple—there must be something wrong with it. But the secret of good writing is to strip every sentence to its cleanest components. Every word that serves no function, every long word that could be a short word, every adverb that carries the same meaning that’s already in the verb, every passive construction that leaves the reader unsure of who is doing what—these are the thousand and one adulterants that weaken the strength of a sentence.

Open Walden to any page and you will find a man saying in a plain and orderly way what is on his mind: I went to the woods because I wished to live deliberately, to front only the essential facts of life, and see if I could not learn what it had to teach, and not, when I came to die, discover that I had not lived. How can the rest of us achieve such enviable freedom from clutter? The answer is to clear our heads of clutter. Clear thinking becomes clear writing; one can’t exist without the other. It’s impossible for a muddy thinker to write good English.

Who is this elusive creature, the reader? The reader is someone with an attention span of about 30 seconds—a person assailed by many forces competing for attention.

The writer is making them work too hard, and they will look for one who is better at the craft. Writers must therefore constantly ask: what am I trying to say? Surprisingly often they don’t know.

“Experiencing” is one of the worst clutterers. Even your dentist will ask if you are experiencing any pain. If he had his own kid in the chair he would say, “Does it hurt?” He would, in short, be himself. By using a more pompous phrase in his professional role he not only sounds more important; he blunts the painful edge of truth.

As George Orwell pointed out in “Politics and the English Language,” an essay written in 1946 but often cited during the wars in Cambodia, Vietnam and Iraq, “political speech and writing are largely the defense of the indefensible. . . . Thus political language has to consist largely of euphemism, question-begging and sheer cloudy vagueness.”

Beware, then, of the long word that’s no better than the short word: “assistance” (help), “numerous” (many), “facilitate” (ease), “individual” (man or woman), “remainder” (rest), “initial” (first), “implement” (do), “sufficient” (enough), “attempt” (try), “referred to as” (called) and hundreds more. Beware of all the slippery new fad words: paradigm and parameter, prioritize and potentialize. They are all weeds that will smother what you write.

Most first drafts can be cut by 50 percent without losing any information or losing the author’s voice.

Reexamine each sentence you put on paper. Is every word doing new work? Can any thought be expressed with more economy? Is anything pompous or pretentious or faddish? Are you hanging on to something useless just because you think it’s beautiful? Simplify, simplify.

Extending the metaphor of carpentry, it’s first necessary to be able to saw wood neatly and to drive nails. Later you can bevel the edges or add elegant finials, if that’s your taste. But you can never forget that you are practicing a craft that’s based on certain principles. If the nails are weak, your house will collapse. If your verbs are weak and your syntax is rickety, your sentences will fall apart.

This is the problem of writers who set out deliberately to garnish their prose. You lose whatever it is that makes you unique. The reader will notice if you are putting on airs. Readers want the person who is talking to them to sound genuine. Therefore a fundamental rule is: be yourself.

A writer will do anything to avoid the act of writing. I can testify from my newspaper days that the number of trips to the water cooler per reporter-hour far exceeds the body’s need for fluids.

Writers are obviously at their most natural when they write in the first person. Writing is an intimate transaction between two people, conducted on paper, and it will go well to the extent that it retains its humanity. Therefore I urge people to write in the first person: to use “I” and “me” and “we” and “us.” They put up a fight.

That’s a firm conviction? Leaders who bob and weave like aging boxers don’t inspire confidence—or deserve it. The same thing is true of writers. Sell yourself, and your subject will exert its own appeal. Believe in your own identity and your own opinions. Writing is an act of ego, and you might as well admit it. Use its energy to keep yourself going.

But on the larger issue of whether the reader likes you, or likes what you are saying or how you are saying it, or agrees with it, or feels an affinity for your sense of humor or your vision of life, don’t give him a moment’s worry. You are who you are, he is who he is, and either you’ll get along or you won’t.

Never say anything in writing that you wouldn’t comfortably say in conversation. If you’re not a person who says “indeed” or “moreover,” or who calls someone an individual (“he’s a fine individual”), please don’t write it.

You’ll never make your mark as a writer unless you develop a respect for words and a curiosity about their shades of meaning that is almost obsessive. The English language is rich in strong and supple words. Take the time to root around and find the ones you want.

Instead of controlling his material, his material is controlling him. That wouldn’t happen if he took time to establish certain unities. Therefore ask yourself some basic questions before you start. For example: “In what capacity am I going to address the reader?” (Reporter? Provider of information? Average man or woman?) “What pronoun and tense am I going to use?” “What style?” (Impersonal reportorial? Personal but formal? Personal and casual?) “What attitude am I going to take toward the material?” (Involved? Detached? Judgmental? Ironic? Amused?) “How much do I want to cover?” “What one point do I want to make?”

What you think is definitive today will turn undefinitive by tonight, and writers who doggedly pursue every last fact will find themselves pursuing the rainbow and never settling down to write.

As for what point you want to make, every successful piece of nonfiction should leave the reader with one provocative thought that he or she didn’t have before. Not two thoughts, or five—just one.

the act of writing generates some cluster of thoughts or memories that you didn’t anticipate. Don’t fight such a current if it feels right. Trust your material if it’s taking you into terrain you didn’t intend to enter but where the vibrations are good. Adjust your style accordingly and proceed to whatever destination you reach. Don’t become the prisoner of a preconceived plan. Writing is no respecter of blueprints.

The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn’t induce him to continue to the third sentence, it’s equally dead. Of such a progression of sentences, each tugging the reader forward until he is hooked, a writer constructs that fateful unit, the “lead.”

your lead must capture the reader immediately and force him to keep reading. It must cajole him with freshness, or novelty, or paradox, or humor, or surprise, or with an unusual idea, or an interesting fact, or a question. Anything will do, as long as it nudges his curiosity and tugs at his sleeve. Next the lead must do some real work. It must provide hard details that tell the reader why the piece was written and why he ought to read it. But don’t dwell on the reason. Coax the reader a little more; keep him inquisitive.

take special care with the last sentence of each paragraph—it’s the crucial springboard to the next paragraph. Try to give that sentence an extra twist of humor or surprise, like the periodic “snapper” in the routine of a stand-up comic. Make the reader smile and you’ve got him for at least one more paragraph.

Another approach is to just tell a story. It’s such a simple solution, so obvious and unsophisticated, that we often forget that it’s available to us. But narrative is the oldest and most compelling method of holding someone’s attention; everybody wants to be told a story. Always look for ways to convey your information in narrative form.

Knowing when to end an article is far more important than most writers realize. You should give as much thought to choosing your last sentence as you did to your first. Well, almost as much.

The perfect ending should take your readers slightly by surprise and yet seem exactly right. They didn’t expect the article to end so soon, or so abruptly, or to say what it said. But they know it when they see it. Like a good lead, it works.

For the nonfiction writer, the simplest way of putting this into a rule is: when you’re ready to stop, stop. If you have presented all the facts and made the point you want to make, look for the nearest exit. Often it takes just a few sentences to wrap things up. Ideally they should encapsulate the idea of the piece and conclude with a sentence that jolts us with its fitness or unexpectedness.

Something I often do in my writing is to bring the story full circle—to strike at the end an echo of a note that was sounded at the beginning. It gratifies my sense of symmetry, and it also pleases the reader, completing with its resonance the journey we set out on together.

Surprise is the most refreshing element in nonfiction writing. If something surprises you it will also surprise—and delight—the people you are writing for, especially as you conclude your story and send them on their way.

Make active verbs activate your sentences, and avoid the kind that need an appended preposition to complete their work. Don’t set up a business that you can start or launch. Don’t say that the president of the company stepped down. Did he resign? Did he retire? Did he get fired? Be precise. Use precise verbs.

The adjective that exists solely as decoration is a self-indulgence for the writer and a burden for the reader. Again, the rule is simple: make your adjectives do work that needs to be done.

Prune out the small words that qualify how you feel and how you think and what you saw: “a bit,” “a little,” “sort of,” “kind of,” “rather,” “quite,” “very,” “too,” “pretty much,” “in a sense” and dozens more. They dilute your style and your persuasiveness.

can’t overstate how much easier it is for readers to process a sentence if you start with “but” when you’re shifting direction. Or, conversely, how much harder it is if they must wait until the end to realize that you have shifted. Many of us were taught that no sentence should begin with “but.” If that’s what you learned, unlearn it—there’s no stronger word at the start. It announces total contrast with what has gone before, and the reader is thereby primed for the change.

Surprisingly often a difficult problem in a sentence can be solved by simply getting rid of it. Unfortunately, this solution is usually the last one that occurs to writers in a jam.

The longer I work at the craft of writing, the more I realize that there’s nothing more interesting than the truth. What people do—and what people say—continues to take me by surprise with its wonderfulness, or its quirkiness, or its drama, or its humor, or its pain.

The reader plays a major role in the act of writing and must be given room to play it. Don’t annoy your readers by over-explaining—by telling them something they already know or can figure out. Try not to use words like “surprisingly,” “predictably” and “of course,” which put a value on a fact before the reader encounters the fact. Trust your material.

Get people talking. Learn to ask questions that will elicit answers about what is most interesting or vivid in their lives. Nothing so animates writing as someone telling what he thinks or what he does—in his own words.

But on the question of who you’re writing for, don’t be eager to please. If you consciously write for a teacher or for an editor, you’ll end up not writing for anybody. If you write for yourself, you’ll reach the people you want to write for.

To write a good memoir you must become the editor of your own life, imposing on an untidy sprawl of half-remembered events a narrative shape and an organizing idea. Memoir is the art of inventing the truth.

Imagine science writing as an upside-down pyramid. Start at the bottom with the one fact a reader must know before he can learn any more. The second sentence broadens what was stated first, making the pyramid wider, and the third sentence broadens the second, so that you can gradually move beyond fact into significance and speculation—how a new discovery alters what was known, what new avenues of research it might open, where the research might be applied.

Always start with too much material. Then give your reader just enough.

I recited my four articles of faith: clarity, simplicity, brevity and humanity. I explained about using active verbs and avoiding “concept nouns.” I told them not to use the special vocabulary of education as a crutch; almost any subject can be made accessible in good English.

That’s the kind of plain talk a parent wants. It’s also what stockholders want from their corporation, what customers want from their bank, what the widow wants from the agency that’s handling her social security. There is a deep yearning for human contact and a resentment of bombast.

Still, plain talk will not be easily achieved in corporate America. Too much vanity is on the line. Managers at every level are prisoners of the notion that a simple style reflects a simple mind. Actually a simple style is the result of hard work and hard thinking; a muddled style reflects a muddled thinker or a person too arrogant, or too dumb, or too lazy to organize his thoughts.