Start with user needs.

Write in a way that suits the situation. Ask yourself: Who is going to read this? What do they need to know? How might they be feeling?

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Do the hard work to make it simple.

Use plain language and simple sentences.

Choose clarity over cleverness.

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Write for everyone.

Talk like a person.

Use positive language and concrete examples.

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Address the user

Address the user as you whenever possible. For example:

You can email us at info@youraddress.ie or find us on Twitter.

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Start small and iterate.

Make sure your content works for users. Don’t be afraid to scrap what’s there and start over.

Write a draft, test it out, gather feedback, and keep refining.