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- The message is about the reader and his interests, needs, and desires, not you and your wants.
- It should contain some significant promise of benefits (again to the reader), implicit or stated.
- The benefits should be concrete — easy for your reader to imagine.
- Any claims you make should be supported by facts.
- Difficult concepts should be included only if you can clearly illustrate them with examples and analogies.
- Simple is better. One overriding idea presented repeatedly in different ways and with building evidence is much stronger than a string of related but distinct ideas.