Do not be alarmed - Emphasis

Do not be alarmed Do not be alarmed Imagine youve got to write a set of instructions for a total stranger; no, millions of total strangers. Its a huge audience, made up of people from all walks of life. So its going to be impossible to cater for individual needs. Youll have to write it so that practically anyone can understand the language. Not only that, but theyre likely to be somewhat distracted panic-stricken, in fact. Because the instructions are on what to do in the event of a nuclear attack. That was the challenge facing the Government and the BBC in the 1970s, at the height of the Cold War. And the results of their efforts are a study in how to write clearly. The National Archive released them today, and you can read them here. Note the short paragraphs and varying sentence length. Longer sentences vary the pace, while shorter ones (Water means life. Dont waste it) add real impact. Note especially that the script addresses the reader (or listener, in this case) directly, including using the word you frequently. The writer also guides the listener very carefully by taking them through a logical thought process: Do not, in any circumstances, go outside the house. Radioactive fall-out can kill. You cannot see it or feel it, but it is there. If you go outside, you will bring danger to your family and you may die. If youre struggling to write a report or a tricky email, it could be a lot worse.