1. Write mostly short sentences with no more than 12 words.

2. Use active voice. (I wrote this sentence. vs. This sentence was written by me.)

3. Avoid long introductory phrases or clauses. Write the way people talk.

4. Know your audience and stay on message.

5. Refine your work. Then refine it again. Think like a skilled editor.

7. Resist the temptation to write 2000 words if you only need 20.

8. Try to be rhythmic. Great writing has rhythm and is easy to read.

9. Resist temptation to impress with big words. Prefer fewer syllables and more substance.

10. Write short paragraphs. The appearance of a long paragraph can be a barrier to readership. Designers like text blocks, but readership prefers one to three sentences per graph.

11. When someone refers to copy as verbiage, they may be thinking of writing and words as a commodity.

They may be very hard to please.