- Get rid of “that.”
- Do not invoke the future tense unless it is needed.
- Do not capitalize words to emphasize their importance.
- Say what you have to say in the fewest words possible.
- Avoid dangling modifiers.
Nine times out of ten, the word “that” can be profitably eliminated from your sentence.
Original: “Here are the key metrics that web analysts measure.”
Better: “Here are the key metrics web analysts measure.”
Original: “Optimizing your web site will increase traffic.”
Better: “Optimizing your web site increases traffic.”
Original: “It is the policy of the Company to provide up to 10 paid Sick Days.”
Better: “It is the policy of the company to provide up to 10 paid sick days.”
Original: “He was driving at an excessive rate of speed.”
Better: “He was driving too fast.”
Wrong: “As a policyholder, I want you to know that you can reduce your premiums by 50% this year.”
Correct: “As a policyholder, you can reduce your premiums by 50% this year.”