Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can't give the data directly and briefly, you must consider writing the copy again.

Tell people what specific action to take.

The key of all life is value. Value is not what you get, it's what you give.

People are silently begging to be acknowledged, informed, given advance opportunities and led to action.

Sell the benefit, not your company or the product. People buy results, not features.

No one ever succeeds without the help of others.

Companies thrive on the basis of the stories they tell.