Make each word
count. Short, sharp
and succinct.
No buzzword bingo
please. You know
the words; they’re
stocking stuffers that
people seem to shove
in when they are
excited, or panicking
or have no idea what
else to write.
You aren’t 13.
Don’t be like, totes
amazeballs in your
copy, unless you’re
trying to appeal to
teenagers (or some
adults- guilty!) It’s just
cray cray.
You might be an
avid reader, but not
everyone is. If you’re
trying to appeal to the
masses use language
for the masses.
Ask yourself: WHY?
WHY? WHY? Do
you, or your client,
or their audience,
need this piece of
communication at all?
Why would someone
want to read this?
Always, always come
back to the WHY.