1 Fresh Eyes Are Your Friend
2 Research… everything flows from your value/benefits proposition
3 Tell your story: Who, What, Where, When, Why & how.
4 Characterize the problem or need
5 Empathize with your reader
6 Anticipate your reader’s questions. Provide answers. Offer solutions
7 Use the active voice. It’s more readable
8 Clichés and technical language disengage
9 Don’t cut and paste from competitors’ websites, duh
10 Proofread, edit, revise, rewrite, repeat
11 Strive for clean copy and an integrated approach to information design across platforms