Don’t waste good opportunities with bad copy

Focus > Stick to your key message and don’t overload your audience with too much information. Simplicity is key to effective communication.

Research > If you are going to write about something, learn as much as you can about it first.  If you want to appeal to a target audience, get to know them as you would a good friend.

Energy > Keep your audience interested. Create a positive flow and make it worth their precious time to keep reading / listening / watching.     
Strategy > Write with a goal in mind.  What do you want your audience to think, feel or do with your information? Guide them accordingly.

Humans > Write for people. Search Engine Optimisation gets hits, but writing for robots alone won’t get you customers.