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