To an extent, smooth and natural copy is conversational copy.

It sounds like one side of a conversation between two parties familiar with, and trusting of, each other.

That type of copy – if it’s genuine and well-executed (but not overly familiar) – puts the reader at ease, something that’s difficult to achieve with writing that’s stiff and formal.

This is, of course, likely to prompt mixed views. Some professions are particularly wedded to their formal, academic writing style . . . engineers are a perfect example. The problem arises when writing becomes so overly technical or convoluted that it lacks readability.

Consider the following:

“Further, the directors and management of Black Group believe in promoting the internal opportunities that are available to our staff through the marketplace expansion and organic growth of Black Group. As such, Black Group will be providing ongoing training and mentoring programs to all of our employees in order that they may achieve job satisfaction within the Group and also reach their full career potential. This policy is demonstrated by the number of our long-term staff that have enhanced their abilities, their progression within the Group, and their career paths by taking up these opportunities.”

Not the worst example but nonetheless, it makes evident the low readability of an entire bid section written in this stilted style.

If you tend towards this type of writing, one of the ways you can identify it is to read your piece aloud to someone else – and preferably someone who has no knowledge of your topic. You will “hear it through their ears”.

That way you’ll quickly ascertain how understandable (or not) your piece is to the common reader or non-technical audience.