One main principle

- always provide context before detail: “point first writing”

Four rules

- use active, direct verbs

- wage war on wimpy words (especially verbs)

- use one plain word if you can – see how many useless words you can delete

- concentrate on connections

o keep subjects and verbs right together (“strong sentence cores”)

o divide information into bite-sized, connected chunks

o put like with like

o glue sentences together

o use larger connective mechanisms (logical, thematic, or chronological ordering; always point first)