....writing for just one person.....writing conversationally -- just like the audience talks.
....keeping sentences short and simple.
....writing in concrete terms easily understood by the audience.
....reinforcing key concepts through repetition.
....varying sentence lengths to avoid repetitive rhythms.
....using correct grammar.
....using active voice and present tense.
....including action verbs and avoiding linking and helping verbs
....putting the subject first in the sentence.
....keeping the subject and verb together.
....placing titles and attribution first.
....having only one new idea per sentence.
....reading copy out loud to yourself.