Rule of thumb: Express only one thought in a sentence, no more. Use your next sentence to say the next thing. Why? Because it’s much easier for your readers to process and understand just one thought at a time. And because everything you say is important, you want them to understand each of your sales points, don’t you? Of course. So do as the good Dr. Flesch suggests: (1) Use shorter words—70 to 80 percent of them should consist of just one syllable, and (2) write shorter sentences—aim for about 11 words each. People will read more. The more they read, the greater your chance of persuading
...more
