10 principles of clear writing

From the book the power of simplicity, here are 10 principles of clear writing.

1. Keep sentences short.
2. Pick the simple word over the complex word.
3. Choose the familiar word.
4. Avoid unnecessary words.
5. Put action in your verbs.
6. Write like you talk.
7. Use terms your readers can picture.
8. Tie in with your reader's experience (The essence of positioning)
9. Make full use of variety.
10.write to express, not impress.


Nice gem of a collection.