8 tips for writing

1. Most important information first

• Prioritize, and keep main point at top of writing. Approx. 100 words will fill the top of a screen, and key message should be summarized in max 140 characters. 
• Answer the questions who, what, where, when, why and how. 

2. Be concise and keep it simple

• Keep sentences short and simple – ruthlessly delete unnecessary words.
• Avoid convoluted sentence structure.

3. Use common language

• Use neutral language and words that your readers will know. 
• Avoid using abbreviations, jargon, buzz words and reinforcing adjectives.

4. Help readers with meaningful content

• Grab reader’s attention by using words that creates interest and makes content likable and shareable.
• Headings and subheadings are used for navigation. Make them meaningful as trigger words and in line with good SEO (search engine optimization). 
• Use bullet points where natural to summarize content in three points or more.
• Add links to relevant content. 

5. Correct and factual information

• Use correct spellings and grammar.  
• Check all facts (numbers, dates, names, legal information etc).  

6. Be friendly, active and positive

• If you call for action, be clear about what you want readers to do. Give positive response when actions are carried out (i.e. buy/sell process)
• A positive and active voice is more clear, conversational and engaging than the passive and defensive or negative 

7. Engage and listen

• Listen to your audience and improve communication based on what you learn from feedback and analysis of user behavior
• Engage and respond to comments from your audience

8. Think about it 

• Take 5 minutes to review before publishing: Are you getting across your main point?  
• Always ask a colleague to proofread