The secret of effective communication

It's no good crafting a beautiful piece of prose if your message doesn't come across clearly.

It's not about you – making you appear cool, intelligent, fashionable, articulate, cultured or whatever.

Who cares?

This is not an ego trip to show you know the latest three-letter acronym or business buzzwords

It's about them – you audience – making them think, feel or react in the way that you want them to.

So work backwards from your objective when choosing your words.

Keep it simple and clear.