How to write better: there's a knack to putting words together in a way that will draw readers in and keep them interested and reading to the last period.

• Author: Rose, Gene
• Position: TOOLS OF THE TRADE

Whether writing a press release, an oped piece, a newsletter article or a letter to the editor, using language that people will want to read is essential. Too often, jargon and complicated phrases creep into our writing and that turns the reader off. If you follow these 10 simple steps, your writing might just win you a Pulitzer prize.

1. MAKE THE LEAD EXCITING.

   Determine what the most important part of your story is and make it your lead. This may mean not mentioning your legislative chamber in the first paragraph. Take a day and read The New York Times, The Wall Street Journal and the Washington Post. See how creative their writers are and how they get you into the stories. A good lead establishes the subject, sets the tone, attracts attention and guides the reader into what follows. Don't waste people's time. They lead busy lives. If you don't capture their attention in the first two paragraphs, you are certainly not going to with the remaining ones.

   Compare the following:

   ORIGINAL: On Aug. 5, running through Aug. 29, Washington Hall will present an exciting one-man exhibition of 50 photographs by James Jones.

   IMPROVED: In one photograph the fabrics burst with the rich colors of Africa. In another, penguins prance on a pebbled beach. Fifty such photographs by James Jones, exploring the colors and textures of South Africa, will be on view at Washington Hall Aug. 5 through Aug. 29.

2. MAKE SURE YOU HAVE A 'NUT GRAPH.

   Too many press releases and articles don't have a sentence or paragraph that's essentially the sound bite of your article. Make sure one of your top four paragraphs tells the reader what the story is all about. Writing a nut graph helps you, the writer, clarify and focus your piece. Stick to the main point and let the writing of the rest of the piece support it..

3. TELL A COMPELLING STORY.

   Former "60 Minutes" producer Don Hewitt says every one of the pieces that aired on his program had to meet one criterion: "Tell me a story." Does your piece tell a compelling tale? According to the PR firm Fleishman-Hillard, the media like stories about:

   * Winners and losers.

   * Heroes and villains.

   * Criticism, conflict and controversy.

   * Trends or change.

   * Something new, unusual or different.

   The media likes these stories because experience tells them that the public likes these kinds of stories. Give your audience what they want.

4. USE VIVID IMAGES AND SIMPLE LANGUAGE.

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