1 BE PERSONAL NOT IMPERSONAL
2 N E V E R U S E T H E PA S S I V E W H E N YOU CAN USE THE ACTIVE
3 U S E E V E RY D AY L A N G U A G E
4 KEEP ADVERBS AND ADJECTIVES TO A MINIMUM – IT’S MORE EFFECTIVE
5 VA RY T H E L E N G T H O F S E N T E N C E S F O R T E X T U R E A N D PA C E – B U T AV O I D S E N T E N C E S OVER 25 WORDS AND BELOW THREE
6 NEVER USE WORDS WHOSE MEANING YOU ARE NOT SURE OF
7 B E A C C U R AT E W I T H Y O U R F A C T S – IT’S MORE CONVINCING
8 DON’T OVER EXPLAIN. IF IT’S NOT CLEAR THE F I R S T T I M E , R E - W R I T E R AT H E R T H A N A D D
9 D O N ’ T O V E R P U N C T U AT E . T O O M U C H C O N F U S E S A N D S L O W S T H E PA C E D O W N
10 MAKE EVERY WORD COUNT – C U T O U T A N Y V E R B A L PA D D I N G
VERBAL IDENTITY 103