Adopt a good writing style

None of us is ever likely to be confused with Gabriel Garcia Marquez, but we should at least make an effort.

• Use your titles as headlines

• State your conclusions first and elaborate on them afterwards

• Help your readers to scan and gain context
  • Use bullet points.
  • Make one point per paragraph.
  • Make your point in the first sentence of each paragraph
  • Highlight key words

• Avoid marketing hype

• Avoid boring lists of techniques and adjectives.