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- Keep your word count under control.
- Don't hedge.
- Be on the lookout for language
- Use active verb tense
- Don't use passive verbs; they express impersonal events rather than committed actions, and they create distance with the reader.
- Maintain an optimistic, positive tone.
- Even if circumstances require that you deliver bad news, do so with optimism: there are problems, but we are solving them.
- Structure your writing carefully.