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Plain writing or informal writing is the new-age writing style. Times have changed. People do not have lots of time to read. For those who can manage some time to read, they want something that is informal and easy to understand.
People like to read on the move. They might not get enough time to read at home. Travelling time is the best time for them to catch up on some reading. E-book readers satiate this need of people by providing a mobile platform that supplies them with thousand of books.
But at the end of the day, people want to read information that is written like you spoke it. Sometimes such a writing style might not adhere to rules of perfect English. But does anyone care? Is effectiveness more important?
Modern communication has gone through a lot of changes. Preferences of people have changed dramatically. They do not enjoy reading something that is esoteric and full of words that makes one run for a dictionary. They want to read information that is written plainly and purely.
Thus, the need of the hour is for writer to communicate interactively. The power of communication in such a way is so effective, that is can influence people in a positive way. Writers need not think of losing their ability to use the language flamboyantly. They can do such self-indulgence for a niche audience. But what about the mass audience?
Writer the way people like to read. When you write, speak to them through your words. Don’t just write to them.