The paragraph is the basic unit of composition. It begins with a topic sentence and then proceeds to elaborate on that. Especially, when you’re writing for the computer screen, keep paragraphs short, and format chunks of text that are manageable when the reader is scrolling through your newsletter.
Don’t use complicated words when simple ones will do nicely. Example: The widget has fallen into desuetude. Desuetude is a perfectly good word, and you’ll find it in the Merriam Webster’s Collegiate Dictionary, but chances are just about zero that your readers are going to know that it means “disuse.”
Use only as many words as necessary. A particularly annoying example is the use of the phrase “the fact of the matter is.” You never need to include this phrase; the “fact” stands on its own and is the reason you are writing the sentence in the first place. Choose words that are specific to your subject matter and that will attract your audience. If you are writing about a technical topic for a nontechnical audience, always explain a technical term in context.
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