It’s so easy to want to delete paragraphs or pages in a rage when writing. But that’s when you can try to turn writing obstacles into fun challenges. Try to wedge in a fresh, precise word here or there or push yourself to find a different data point that better illustrates the story. Celebrate the small wins because with each attempt, you’ll get better at finding a clear and succinct way of writing. And when in doubt, ask for help. The best pieces really are a collaboration, regardless of what a byline may say.
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# How to write clear, succinct, and compelling stories



Years ago, as a new real estate reporter at a personal finance magazine, I spent hours poring over my first story. I’d interviewed dozens of experts, written three different drafts, and was fairly pleased with my work by the time I filed the story.

About an hour later, the piece came back, ripped apart by my editor.

If you’ve never been in this situation, let me tell you: there’s nothing quite as humbling as thinking you’ve nailed an article only to then stare at a document filled with strikethroughs and queries. And yet, this is what makes stories better—the back and forth between writers and editors, the scrutiny of each noun and verb, the care over the lilt of a sentence. All of which is to say that in my two decades as a writer and editor, I’m still learning how to write well. It’s a craft that one can always improve on. Of course, I’ve learned some tricks along the way.

## Tips for writing clearly

In a world where we’re all moving so fast and the deluge of content is unrelenting, writing succinctly and clearly has never been more important. Here are a few ways to do so.

#### Strip your story down to the basics

Sometimes as writers, we get so caught up in crafting beautiful sentences and creating a flow of ideas that we lose sight of the bigger picture—or what the story is really about. In these moments, I ask myself, “What am I actually trying to say?” And I try to boil everything down to the simple, underlying concept. I’ll write really basic sentences to reflect that concept, which I can come back to and beautify later, if need be.

#### Lean on numbers and case studies

There’s no better way to bring a topic to life than with data and anecdotes—particularly with complicated subjects. When possible, always try to weave in examples to help your reader understand your point. Consider the following two sentences:

It’s hard to understand people wearing masks.

It’s hard to understand people wearing masks because high pitches can’t travel through mask material, so you lose access to consonants—particularly f, s, sh, and th, which help us distinguish what we hear.

That second sentence tells the reader a lot more information.

#### Imagine scenes in different ways

A wonderful trick I was taught early on in my career was to think of the introduction as the beginning of a movie. What do you want people to “see” first? The camera sometimes can show multiple scenes at once. Other times it focuses on a specific something or someone and then zooms out. And other times, vice versa. The key is to bring people into your world—whatever that world is—and explain what it’s like.

#### Avoid lazy writing

We all do it; sometimes without thinking, we’ll reach for canned phrases, cliches, and jargon— think: the good news is, the fact of the matter is, etc. I had a ruthless Columbia Journalism School professor who kept a CPP Index—Cliches Per Person—on his students, and each month, he’d call us out on them. Rightfully so! Such words and phrases are the enemy of clear writing. Instead, reach for fresh language that more precisely conveys what you’re going for.

## Quick tips to get unstuck

When you’re feeling stuck—because, if you’re a writer, you inevitably have such moments—try some of these tips:

• Write your headline and subhead first: This is a great way to zero in on what the piece is about to ensure you understand the crux of the story.

• Make your verbs work: Cut adjectives and focus on the action and nouns. Particularly in thought leadership, it’s imperative to use verbs that make numbers pop: In August, the number of delta breakthrough cases skyrocketed/jumped/soared [instead of grew] to more than 190,000.

• Speak or read it aloud: If you trip up while reading it aloud, chances are you’re not writing simply or concisely.

• Emulate: If you find yourself having trouble getting started, think back to something you’ve read recently that was cohesive and clear. I used to keep a list of stories and specific writers I admired in a computer file so that I could easily reference them for inspiration.

• Write from memory: If you’ve been on an interview with an expert or have read through the first iteration of a draft, put it aside and briefly jot down what stood out to you as unique and different. We usually remember the things we find interesting—and if you find it interesting, most likely a reader will, too.

\\\*

It’s so easy to want to delete paragraphs or pages in a rage when writing. But that’s when you can try to turn writing obstacles into fun challenges. Try to wedge in a fresh, precise word here or there or push yourself to find a different data point that better illustrates the story. Celebrate the small wins because with each attempt, you’ll get better at finding a clear and succinct way of writing. And when in doubt, ask for help. The best pieces really are a collaboration, regardless of what a byline may say.

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### Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.



### Director of LEFF Sustainability Group

Katie is passionate about the power of storytelling to motivate audiences to action, particularly related to environmental issues—the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the UK’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie currently develops sustainable content strategies; edits a wide range of climate content, including infographics and major reports; and oversees LEFF’s Into the Weeds interview series, which shares stories of the people and organizations combating climate change.



### VP of marketing and business development

Chad has brought brand narratives to life for more than 15 years by developing powerful stories, inspiring stakeholders with unique marketing campaigns, and building communities of enthusiastic audiences. Chad honed his approach to content as a sales and marketing executive for Disney and ESPN Media Networks, where he used storytelling to increase revenue for mobile and linear-channel products. Since then, he has held several senior marketing roles across healthcare, education, and technology companies. Most recently, Chad was the vice president of corporate marketing at Telarus, where he developed comprehensive branding initiatives across multiple technology disciplines, including cloud, cybersecurity, and AI. Chad joined LEFF in 2024, and he’s excited to launch innovative marketing strategies that drive growth and deliver transformative results.



### Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.



### Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.



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Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients.



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Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.



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### VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.



### SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.



### Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.