1. Have you written a brief?

What do you want people to know, feel and do?


2. Does it start with a big idea?

Something that makes people stop and think “I’ve never thought of that before.”


3. Have you used language in an interesting way?

“This sentence has five words. Here are five more words. Five-word sentences are fine. But several together become monotonous. Listen to what is happening. The writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety. Now listen. I vary the sentence length, and I create music. Music. The writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short sentences. And I use sentences of medium length. And sometimes, when I am certain the reader is rested, I will engage him with a sentence of considerable length, a sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the cymbals–sounds that say listen to this, it is important.”

― Gary Provost


4. Have you checked your spelling and grammar?

Have you checked for any random capitalization? Typos?


5. Have you made the audience the hero?

Have you written it in a way that shows them the benefit to them?


6. Have you thought about the call to action?

We’re not writing fiction. The communication must make your reader do something.


7. Does it sound like it’s been written by a human?

Or is it full of jargon and acronyms.


8. Did you do the work for your audience by keeping it short and relevant?

Keep it short and sweet.

9. Is the key information quickly digestible?

Have you used bullets and subheads to make it easy to scan?


10. Are you proud of it?


What else would you add to the list? What are you proud of? Let me know in the comments below.

Published by Ben Melton

Brand manager. Explorer. Pizza eater.

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