1. Short sentences.

2. Tell the truth.

3. Write as you talk.

4. Don’t use big words when you can use small ones.

5. Humour cuts through.

6. End each paragraph with a hook.

7. The best writing comes from rewriting.

8. How can you make it shorter?

9. Metaphor’s shortcut understanding.

10. Irreverence works best when justified.

11. Does it feel like a human wrote it?

12. Emotion beats logic.