① Decide what your purpose is.
② Write with the reader in mind,
empathize with your readers to know their
EGA − expectations, goals, assumptions.
③ Make your point in the first paragraph
to create powerful
first impression within 30 seconds.
④ Arouse the reader's interest.
⑤ Say exactly what you mean; use
metaphors to make difficult things clear.
⑥ Use a format that guides the reader.
⑦ Keep it as short as possible; don't nullify your attempt to
communicate by saying too much and boring your readers.