Focus on the user

Visualize and speak to your audience directly. 

As you’d have a conversation face-to-face across a table with a friend, your content should use the same language and experience. Who are you talking to? Direct your language to a defined audience. 

Avoid jargon and slang. Aim to write for an 8th-grade reading level or below to reach more people and make content easier to translate across languages and reading abilities.