Some quick helping points that can improve the very next piece you write.
1. Know your reader, and this means more than knowing a few demographics (how old they are, their average income, etc.). To know your readers means you understand their fears, frustrations, and aspirations. Writing from the reader’s perspective will dramatically change the way you write.
2. Know your objective.
3. The pieces you write like blog posts, press release, video script, or anything else, need have only one aim. I can call this objective the Most Desired Result, or “MDR.” Knowing your MDR forces you to write with crystal-clear focus.
4. Use short words; you don’t need a thesaurus.
5. To convince, you must be clear to understand. Utilising short words is one of the best ways to make your meaning clear. So, don’t show off how many big words you can use.
6. Use short sentences. Your thoughts come across more clearly in short sentences. A bonus is that short sentences prevent you from confusing your readers.
7. Use short paragraphs.
8. Let’s imagine you come to a webpage filled with a large block of text. There are no paragraph breaks. Are you likely to read it? Most people would say no. Make your writing skimmable, scannable, and scrollable. Use short paragraphs.
9. Use active language.
10. Active language is powerful and interesting. In contrast, passive language is tedious. How do you identify which is which? In an active sentence, the subject is performing the acting: “Bill fixes cars.” But in a passive sentence, the target of the action becomes the subject of the sentence. For instance, instead of saying, “Bill fixes cars,” I might say, “The cars are fixed by Bill.” Passive language presents your idea inadequately. It does feel “backwards.” Also, it is more difficult for many readers to understand. Write with power. Use active language.
11. Write recklessly, re-write ruthlessly.
12. When you eventually write your first draft, it’s okay if it’s appalling. In other words, write carelessly. After you have your first draft on a document (or in memory), filled with strength and power, you can clean up any “messes” you might’ve made. Be ruthless when you edit and re-write.