It can feel almost impossible to write clearly about complex topics. But that job is vital, because helping people understand complicated ideas is at the heart of every knowledge-based business.

At TWC, writing about complex subject matter is our job. We cover everything from strategies public pension plans can use to optimize their fixed-income allocations to ways power grids can be strengthened for an increasingly electric world. Here are some lessons we’ve learned about how to do this thorny, important work: 

Don’t get lost in the weeds. Background reading is valuable but only to a point—and it can be tempting to linger in the background materials as a way to avoid the harder tasks ahead. Accept that a day or two of research is not going to make you an expert. Instead, read actively to gather information that relates directly to the piece you’re working on, then move on briskly to the next step. 

Ask the dumb questions. When interviewing experts, you may worry about seeming ignorant. Don’t. It’s their job to have all the answers, not yours. Your lack of knowledge can even be an asset: The basic questions you might be afraid to ask can be the best ones, because they’re the same questions your readers have. Posing them plainly and confidently gives the expert an opportunity to break down the issue in clear, accurate language.  

Turn chaos into clarity with an outline. All the new information you’ve absorbed might feel like a tangled mess in your brain. Sort it out by jotting down what you know and organizing it into a neat, logical outline tailored to your piece. That process will bring clarity to the information you have. It also will spotlight gaps and fuzzy thinking—which are much easier to remedy now than when you’re 1,000 words into your draft. 

Stress-test your copy. Ask a friend or colleague to read what you’ve written. Does it make sense to them? Can they accurately repeat the piece’s main point back to you? Do they have any questions? Take their feedback seriously and adjust as needed. 

Embrace the unknown. Follow your curiosity, and try to enjoy the learning process. The more fun you have, the more you’ll want to engage with the subject matter. Your enthusiasm will permeate your copy and engage your readers.

Please reach out if you have any thoughts about covering complex topics, asking dumb questions or anything else. We’d love to hear them!