Then I found a timeless writing guide by two legendary advertising executives.
Staple these 12 tips to your desk:🧵
The goal of your writing is effective communication—writing that *works.*
Busy people read what you write.
So you are more useful to them when your writing takes up less of their time.
Invest the time to write well now to save others time in the future.
1. The golden rule of writing: Don't mumble.
While it is generally desirable to communicate your thoughts in a forthright manner, toning down your point and tiptoeing around it may tempt the reader to tune out and allow his mind to wander.