Be specific. The biggest problem in business writing is generic gobbledygook. To avoid wishy-washiness, add specific facts to your sentences.
Focus on your reader. Good marketing copy doesn’t feel like a sleazy sales pitch. It’s a cozy conversation with your reader.
Make your readers feel something. Scrap weak words. Instead, add emotion or paint a picture. Make your content more dramatic with action sentences.
Keep your average sentence length at a maximum of 14 words. A lower average would be better. The examples below have on average 9 words per sentence, making them easy to read.
Be concise. Eliminate each redundant word.
Conciseness isn’t about the length of a sentence. A long sentence can be concise when each word is relevant and adds meaning.