CHAPTER 5
Your Potential
We’ve covered a lot of ground in this book. We’ve glanced at linguistic theory, and we’ve studied some practical applications. Out of all that material, what are the most important things to remember? What are the essential steps to make sure you write in the language of success? You’re entitled to decide that for yourself, but here are five points that I think are critical:
1. Tell the truth. Life is too short to do anything else. And telling the truth makes it a lot easier to write clearly and concisely.
2. Say it in your own voice. To the extent possible, allowing for the differences between spoken and written language, write it the way you would say it.
3. Reject the languages of Fluff, Guff, Geek, and Weasel. They ...
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