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.