“Start by stopping. • Stop using too many words in a headline or subject line. Limit yourself to 6 words, tops. • Stop being funny. Or ironic. Or cryptic. It’s confusing, not clever. • Stop using fancy SAT words or business-speak. ➋ Once you kick the bad habits, start new, healthy ones. • In 10 words or less, write the reason you’re bothering to write something in the first place. • Write it in the most provocative yet accurate way possible. • Short words are strong words. A general rule: A one-syllable word is stronger than a two-syllable word is stronger than a three-syllable word. • Strong words are better than soft and soggy ones. • Active verbs ALWAYS.”