1. Embrace simplicity and clarity. Use clear, simple, conversational language, which leads to better understanding.
2. Tell a good story. People like to read about people; they don't want to read about programs, processes or policies.
3. Find some interesting voices. Make sure your interesting people say interesting things.
4. Take some chances. People want to be entertained as well as informed. Have some fun.
5. Rewrite everything. Write it, revise it, write it again.
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