1. Be dialogical. Begin your text by directly identifying the prior conversation or debate that you are entering. What you are saying probably won't make sense unless readers know the conversation in which you say it. Plus, it gives you authority as a thinker: it shows you've done your homework.
2. Make a claim, the sooner the better, and flag it for the reader by a phrase like "My claim here is that [...]" You don't have to use such a phrase, but if you can't do so you're in trouble.
3. Remind readers of your claim periodically, especially the more you complicate it. If you're writing about a disputed topic (and if you aren't why write?), you'll also have to stop and tell readers what you are not saying, what you don't want to be taken as saying. Some of them will take you as saying that anyway, but you don't have to make it easy for them.
4. Summarize the objections that you anticipate can be made (or that have been made) against your claim. Maybe use a phrase like, "Of course, some may object that..." Remember that objectors, even when mean and nasty, are your friends--they help you clarify your claim, and they indicate why it is of interest to others besides yourself. If the objectors weren't out there, you wouldn't need to say what you are saying.
5. Say explicitly--or at least imply--why your ideas are important, what difference it makes to the world if you are right or wrong and so forth. Imagine a reader over your shoulder who asks, "So what?" or "Who cares about any of this?" Again, you don't have to write in such questions, but if you were to write them in and couldn't answer them, you're in trouble. You might use a sentence setup like "Although some might think _____ is trivial, it is in fact crucial in modern society because...."
6. Generate a "metatext" that stands apart from your main text and puts it in perspective. Any essay really consists of two texts, one in which you make your argument and a second in which you tell readers how (and how not) to read it. This second text is usually signalled by reflexive phrases like "I do not mean to suggest that [...]," "Here you will probably object that [...]," "To put the point another way [...]," "But why am I so emphatic on this point?," and "What I've been trying to say here, then, is [...]." When writing is unclear or lame, the reason usually has less to do with jargon or verbal obscurity than with the absence of such metacommentary, which may be needed to explain why it was necessary to write the essay.
7. Remember that readers can process only one claim at a time, so there's no use trying to squeeze in secondary and tertiary claims that are better left for another essay or paragraph, or at least for another part of your essay, where they can be clearly marked off from your main claim. If you're an academic, you are probably so eager to prove that you've left no thought unconsidered that you find it hard to resist the temptation to say everything at once, and consequently you say nothing that is understood while producing horribly overloaded paragraphs and sentences like this sentence, monster-sized footnotes, and readers who fling your text aside and turn on the TV.
8. Be bilingual. It is not necessary to avoid academic language--sometimes you need the stuff. But whenever you have to say something in academic talk, try to say it in plain language, too. You'll be surprised to find that when you restate an academic point in your nonacademic voice, the point is enriched (or else you see how vacuous it is) and you're led to new perceptions.
9. Don't kid yourself about the complex point you're trying to make in your essay. If you could not explain it to your parents, the chances are you don't understand what you're saying yourself.
Read an interview with scholar Gerald Graff
Points by Gerald Graff
Examples by Mark Fullmer