I reorganized the information and rephrased the sentence to make the message more clear, concise, and direct. The first thing I changed was headlines because let the audience know what information can they found. Next, I worked on the introduction. In the previous version the location was in the third paragraph. I thing this is relevant for the audience because they need to know if the yoga studio is close to them. If not, they are not my target audience. What the business offers it is in the first paragraph like in the previous version because is part of the most relevant information.

In the second paragraph, I wrote new content thinking in the audience and what they want to know about the classes. There are not more details because in the website there is another to pages explaining the programs and the schedule. In this section, I also decided to mention about the benefits of practicing yoga because this is one of the top searches in Google about the topic. It add also more context to the message to make easier for Google to understand about what is the this site.

The sentence about the community I decided to move it to the third paragraph and grouped with the products. This is what we sell. The audience can be part of a community of yoga lovers, they can buy a membership or classes packages, they would be able to attend special events, and have access to incentives like promos and discounts. I had the intention to move this paragraph next to the first one, but I do not like when people start selling me something without to know more about the customer experience and the benefits. I think that in the second paragraph I am offering a solution to the audience problems. This is more important for my clients than my memberships, discounts, and the community, for that reason the information was organized in the way that is in this assignment.

In the closing, I kept the last line and added a line that was in the second paragraph in the previous version. It works better the closing in this way because it reminds the audience about the benefits and it is complemented with the promise to help. This our attitude of service towards the target audience.

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The intention of this introductory content is to inform the audience of Pure Emerald Yoga Studio:

• who we are.
• what we do.
• what is the benefit for customers.
• what we offer.

It provides to the audience a first brief overview of my business and starts to build brand awareness. This content uses plain English writing. It short and direct, uses common words, active voice, and a conversational tone. The audience has to be able to:

1.Find what they need.

The introduction provides the basic information that describes the business, in two minutes the audience will be able to know who we are.

The headlines show the topic and let the audience know that they are welcome, this is the tone to start the conversation.

• Pure Emerald Yoga Studio
• Who We Are
• Welcome to our community!

In the first paragraph there is the most important:

Who: Pure Emerald is a yoga studio

Where: In Windsor, Ontario.

What: The business offers yoga classes and meditation sessions for beginner,  

             intermediate, and advanced students.

In the second paragraph the message provides information about:

• what to expect.
• why the audience should come, what is the benefit.

In the third paragraph there is a call to action and extra relevant details, because the audience now know who we are and what we do. It is the time to provide the list of our products, what we have for them.

• We are a community.
• We have memberships and classes packages, special events, and meditation sessions.
• We also offer promos and discounts.

The call to action is: Visit Us.

In the last paragraph there is a last call to action: Try our product, have the benefits.

There is also a promise: We will help you.

These is all the information that the audience needs to know about us to start our relationship. It is like to say “Hi, my name is …”

2.Understand it

The message is clear, concise, and correct for the audience. There is not extra words, every sentence has a purpose. The words are familiar for the audience, the information is organized, there are bullets and short paragraphs. It is easy to read.

3.Use it to fulfill their purpose

The audience can use the information to be aware of our brand, compare with other yoga studios, to know what to expect if they decide to come, to visit us, to connect with us, to feel the vibe, to ask questions about our products, to find a possible solution to their problems, to explore more about Pure Emerald.

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Pure Emerald Yoga Studio

Who We Are

Welcome to our community!

Pure Emerald is a yoga studio located in Windsor, Ontario. We offer classes and meditation sessions for beginner, intermediate, and advanced students.

Our programs involve yoga postures, breathing techniques, and meditation. Each class is designed to improve flexibility, strengthen muscles, calm the body, and reduce stress. Yoga and meditation provide physical and mental health benefits for those who practice them. 

Visit our studio, we would love to share with you more details about:

Find the balance, relax, and restore your body, mind, and spirit practicing yoga with us. We are here to help. 

Enjoy the experience!

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a. How would you explain to someone what “Plain English writing” is? (3 Marks)

Plain English Writing means to use plain English language when we create content. This is writing a message in a clear, concise, and organized way. This helps readers easily find what they are looking for, understand the information, and use it to meet their needs.

The message is easy to read, short, relevant, positive, and save time.

Plain English Writing

• Know the audience
• Use common words
• Use active voice
• Use clear formats

The use of clear formats facilitates the organization, visualization, and understanding of the content.

b. What makes plain English writing different? (4 Marks)

Plain English writing creates content for an audience that knows and understands. It focuses on writing messages that are easy to read and understand. The way of writing is direct, uses a conversational tone, incorporates words that the audience uses every day, and eliminates all information that is not necessary.

Messages using plain English writing have a clear purpose. They strategically place and present information for the audience. The most important goes first. The use of headlines, infographics, bullets, and visual resources makes the information accessible, organized, clear, and concise.

The writer understands the readers, their needs, motives, and behaviours to consume the content. It makes things easier for them and gets better results from the message than those who do not use plain English writing. This is a effective and efficient way to create content.

c. What is plain language writing for the web and in detail and in your own words, why is it important? (4 Marks)

Plain language in the digital world means create clear, concise, and appropriate content for the intended audience. It makes it easier for the reader or viewer to find what they need, understand it, and use it for their own purposes.

The message is appropriate for the digital platform where it will be displayed. The content created considers how the audience interact with digital media and the information.

The content uses resources that make it easy to view, understand, and consume the message. The information is organized so that the user has a better experience when consuming the content and meets their expectations. The message is relevant, connects with the audience, uses a conversational tone, is clear, digestible, uses active verbs, and only includes the information that is needed.

The content must provide value to the users, it is useless if the audience can not understand the information and use it to meet their needs. This is why plain English writing is a must in the digital world. The only way to connect with the audience is by tailoring the message to its needs and considering its behavior on each digital platform. We should know the audience and make easier for them to consume our content.

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