Practical writing guidance.
WHAT READERS DO
Scan, decide whether to continue, then read selectively.
WHAT THAT MEANS
Answer the question early.
Do not build up to it.
STRUCTURE THAT WORKS
The answer, near the top The detail, below The next step, at the end
HEADINGS
Descriptive, so someone scanning finds what they need.
Not clever.
PARAGRAPHS
Short. Two or three sentences.
Long paragraphs are skipped on phones.
SENTENCES
Plain. One idea each.
WHAT TO CUT
The opening paragraph explaining what the article will cover Restatements of the obvious Anything that could apply to any business The summary at the end
That alone improves most drafts substantially.
WHAT TO ADD
Specific examples Actual numbers What you have seen What you recommend and why
