Writing Goal #1: Get them to read it.
These seven steps can make your work more compelling whether you’re writing an ad, a brochure, a speech or a feature article:
1. Write like you talk when you’re at your most articulate.
2. Don’t overwrite. Assume that your audience is bright enough to understand your points without long explanations.
3. Make every word pull its weight. Don’t throw in words just because they sound impressive.
4. Make your writing disappear. Your audience should get the idea without noticing the words.
5. Include a mix of long and short sentences.
6. Start in the middle. Open with an anecdote or description that grabs the reader.
7. Pay attention to the sound and flow of your writing.
Source: Peter Bowerman, copywriter and author; http://www.wellfedwriter.com
