[trackermo]

There doesn't seem to be any specific venue being discussed and that does make a difference. Effective email content is completely different from effective website content, article content, etc., etc.

But, generally, my biggest suggestions are:

1. Proofread, both for spelling and grammar. Nothing loses credibility faster than poorly written content. And don't rely on any spellcheck or grammatik. They cannot tell you when "you're" and "your" are right or wrong, nor can they tell you whether it's readable or awkward-- only people can do that.

2. Say it in a positive way. It is always easier to say something in a positive way than negative. Just in terms of the amount of keystrokes, it's always shorter. And, 90% of the time, the point is clearer. Yet I see it all the time. Writers say, "it won't take as long as you think it will..." (for example) when it's faster and easier to say, "it's quicker than you think."

Cheers!

Mo