• Use short sentences (25 words or less; one thought per sentence).
  • Use short words.
  • Use strong verbs.
  • Use active voice.
  • Move all clauses to the beginning or end of sentences.
  • Always edit.
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Briefs as Poetry and Argument

  • Come up with a good slogan.
  • Make it interesting. Readers can't be bored into buying products.
  • Ask yourself: What's the big idea (the main idea you're trying to get across).
  • Study the product (client) and industry (field) you are representing.