The philosopher Pascal once apologized
for writing a long letter; if he'd had more time, he said, he'd have
written a shorter one. Mark Twain said he didn't write Metropolis
because he earned the same amount for writing City.
One idea, one paragraph.
Not "the dog was walked by the
"Advance planning" equals
"planning." Put the news in the document's first paragraph.
Don't overload the reader with adjectives and adverbs. When it's done,
cut it 10%.
Action Verbs, Concrete Nouns.
"It behooves the writer to avoid
archaic expressions" may be a true statement, but it's a weak
sentence. Use the S-V-O (subject-verb-object) as the basis of any
sentence. When jargon tempts you, remember that your audience doesn't
have the same vocabulary that you do.
When you change tenses, have a reason.
Don't be afraid of the present tense.
Like the Plague.
Organize thoughts in parallel and use
parallel construction to state them: "Our company locates oil
deposits, refines petroleum products, and sells gasoline."
Follow a generalization with an example.
When explaining a complex process, use everyday analogies.
Use plenty. Don't be afraid to use