Tips
Write for busy people! Keep it simple - short paragraphs, short sentences, short words and simple punctuation.
Use plain language - use words your reader would use and are easy to understand. Don’t assume knowledge.
Break up your text - use titles, sub-headings, lists, images, other media and white space. Make sure those titles, headings and link text are specific and descriptive (it’s good for both humans and search engine optimisation [SEO]).
Use a story arc - make sure each paragraph is linked to the next sensibly.
Use an active voice, not a passive one as this is more immediate. Declutter your text - edit, edit, edit to keep your text precise and short.
Checklist
Have you got a clear beginning, middle and end?
Is there anything you can leave out to keep the story more concise?
Can you change the order and still tell the same story? Does it work better if you retell the story but start in the middle or at the end?
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