Category: article

The formula for writing great content

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Welcome to the first Monday in May. Another month has come and gone, as they tend to do. The weather is doing what it does. The world continues to move as it’s supposed to. We’re all moving forward even when it feels like we’re standing still and experiencing the same day over and over. It’s a new day. Go do something with it.

Random quote: Always do the right thing even if it comes at great cost.

I hope you enjoy this week’s edition of The Editor’s Desk.

The formula for writing great content

Deep within the pages of one of my many notebooks, I discovered a secret formula for writing great articles and blog posts. Actually, it’s not that secret (I just don’t remember the source), but it’s a pretty simple formula when you break it down.



Write good copy. Keep your sentences tight. Make every word work hard.

Work on improving as a writer. Practice your writing. Study the craft. Read good writers. Write a lot. Work with an editor when needed.

Make your content look great. Follow good design principles (e.g., fonts, white space, bullet points, headings and subheadings). Hire a designer or learn to use the tools. Templates are your friend.


Say something different. Don’t just repeat what other writers have said. Find a new angle on a popular topic. Be controversial. Explain topics in new and unique ways. Take a stand.

Create your own voice. State your opinions. Borrow another writer’s voice until you find your own if needed.


Be a journalist. Do deep research. Interview experts and authorities in their field. Cite your references. Back up statements with facts and data.

Become the expert in your field. Focus on a niche and get to know everything about it. Write on a topic or market to the exclusion of others. Be the authority that others seek out.

More from The Editor’s Desk

Here are a few articles and blog posts I found worth sharing.

  1. I don’t do UX (user experience) writing but I definitely appreciate good UX writing. We all hate instructions and writing that makes the user experience difficult or confusing. Check out How to write digital products with personality from UX Collective to learn about using words to make the user experience more interesting.
  2. I enjoy reading about what good writers do that makes their writing so readable. It’s a great way to learn and improve my own writing. Check out Writing tools I learned from Paul Graham from Built By Words for some great strategies on writing.
  3. I have written a few case studies in my day and would love to do more of it, as it suits my writing style (and pays well). It’s difficult to get into without some direction. Check out How to make a living writing case studies and white papers from The Write Life for strategies on getting into case study and white paper writing.
  4. Do you read a lot of articles or ebooks online but want to read them in a more convenient format? Check out How to read stuff posted online from Snakes and Ladders. It discusses two interesting services: Push to Kindle and Print Friendly.
  5. Many experts in the freelance writing field advocate for specializing in niches to be successful. I’m a generalist for the most part, which is why I enjoyed reading Range from David Epstein. Check out General education has a bad rap from for an excerpt from Epstein’s book.
  6. In many cases, there is no need to reinvent the wheel and that includes writing headlines. Check out 332 incredible headlines with over 10,000 claps each from J.J. Pryor for some great headlines that have gotten readers to keep reading.
  7. I’ve written about word usage before. Because it’s such an important topic, as we should all use the right words, check out The 35 words you’re (probably) getting wrong from The Guardian to help you know when to use these words.
  8. First drafts are the bane of most writers’ existence. Getting started is harder than anything. Check out How to write a first draft of anything from Ann Handley for her thoughts on getting that first draft on the page.
  9. If you write a newsletter and you want to make a living from it, you’re going to need subscribers. Many experts have written on this topic, and if it was something I wanted, I should read more about it. Check out Foster’s real-world guide to getting your first 1,000 email subscribers from Foster if you’re looking to build your email list.
  10. Writers like cool things to store their cool things. Check out the Classiky Desk Tool Box from Wonder Pens. They are my favourite stationery store and I get nothing from promoting that fact.

Thanks for reading. If you liked what I wrote or think someone else would enjoy it, then please share it. And if you want to reach out, my email is 


Three keys to regularly writing better blog posts and articles

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Welcome to the final Monday in April. My daughter has a dentist appointment and an orthodontist appointment coming up this week. I expect a lot of pre-teen rage and tears over the next few days. Maybe I should schedule something fun in the middle of those appointments – the tasty filling between two terrible buns. Who would make such a sandwich?

Random quote: You don’t get anywhere by not “wasting” time.

I hope you enjoy this week’s edition of The Editor’s Desk.

Three keys to regularly writing better blog posts and articles

I recall reading on Copyblogger that there is a gap between the ability to write well and what we want to write. In other words, it sounds great in our head but that great writing doesn’t make it to the page. One issue is that there is too much focus on creative perfectionism. We expect our writing to be perfect and end up writing nothing.

We should be OK with writing what we are able to write today and accept its flaws. Respect the amount of effort and care that goes into the writing. Be kind to yourself on how you wrote at a particular time, as writing is a learning process. You start somewhere and get better as you write more. Appreciate the writer that you were and the one that you have become.

To writer strong blogs and articles on a more consistent basis, focus on these three keys:

  1. Care about what you write, writing it well, and writing something useful for the reader. Your writing will improve when you care about the effort you put into it and the results you get. Put some passion and effort into your writing. Hone your skill. Care about the reader and what they will get out of your writing. Give them value.
  2. Give yourself time to write a great blog or article. Good writing takes time. You might be able to write quickly when there is a deadline, but you need to put in time to make the writing its best. Spend time on research. Do a careful edit. Time makes us better writers as talent requires aging and development. Don’t rush the process. Let the writing sit for a while.
  3. Develop and follow clear editorial standards for your writing. Create and follow your own rules, whatever they may be. Set guidelines for spelling, grammar, formatting, fact checking, writing style, structure, etc. Make decisions based on those guidelines to determine what is OK and what is not.

Note: For more blog and article writing strategies, please read the following published blog posts:

More from The Editor’s Desk

Here are a few articles and blog posts I found worth sharing.

  1. Too many writers try to sound intelligent by using “big-sounding” words. Using these types of words just interferes with the readability of your content – and annoys readers. Check out Keep it simple: How to use plain English to improve your writing from Craft Your Content for tips and strategies on making your writing stronger.
  2. Journalists are not the only types of writers who are always on the hunt for good sources to provide quotes and context. B2B writers also need good sources to interview for their articles, which can be difficult to do at times. Check out Help a B2B Writer to submit your requests when you need to find the right person for your next article.
  3. Sometimes, it can be difficult to keep personal pronouns consistent and fair when they involve a person’s gender. Check out Gender-neutral pronouns in creative writing from CMOS Shop Talk tips and strategies on staying on top of those pronouns when writing about non-binary people.
  4. I’m sure you’ve heard the expression “You are what you eat.” That can apply to what you read and consume to feed your brain. Check out How to improve your content diet in 2021 from The Profile to learn about how to be more selective in what you read.
  5. Have you been “planning” to write and publish an e-book for some time now? Maybe it’s time to just get it done. Check out Publish an e-book: 6 strong-arm secrets to get it done from Make a Living Writing for strategies on moving forward on writing and publishing your e-book. And if you need an editor, you know who to contact.
  6. Do you want your writing to be tighter and more concise? Drop the passive voice. Check out Your grade school teachers were right: Avoid using the passive voice from The Write Life to learn more about the passive voice and how to avoid using it.
  7. Whether you are a new freelancer or have years of experienced, you will benefit from learning best practices on freelancing. Check out 52 tips for freelancers from Home Working Club for advice on finances, sales and marketing, enjoying the freelance lifestyle, and more. If you find one useful tip that improves your business, it’s worth the read.
  8. I’ve written about how to be a faster writer before (for example, here and here). Check out How to write faster (for bloggers and writers) from All Freelance Writing for why you should write faster and tips on how to do it.
  9. You already know you shouldn’t multi-task. That includes editing and proofreading at the same time. Check out The best proofreading and editing tips from Content Marketing Institute on why you shouldn’t do both at the same time, and how you can do each well.
  10. You’re probably sitting a lot more than usual these days – it’s part of being a writer or editor. Maybe you should get some exercise. So should I. Check out The benefits of stretching from Ness Labs on why you should find ways to move more often and some tips on how to do it.

Thanks for reading. If you liked what I wrote or think someone else would enjoy it, then please share it. And if you want to reach out, my email is 


Using grammatical metaphors, creating an antilibrary, extracting content from subject matter experts, and more

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Welcome to another Monday. Here are a few things I’d like to share from The Editor’s Desk.

Using grammatical metaphors to say more with less

I’m a fan of being efficient with writing. Keep your writing tight (unless you get paid by the word). Vinh To for The Conversation published a post on using grammatical metaphors to say more with less. Grammatical metaphors involve expressing one type of grammatical form (e.g., verbs) in another form (e.g., nouns). Nominalization involves turning verbs, adverbs, and other grammatical forms into nouns. It offers a number of key benefits, including:

  • Shortening sentences.
  • Clearly showing how one thing causes another
  • Connecting ideas and structuring text
  • Formalizing the tone of your writing

Here is one example of using nominalization to shorten text:

  • Before: When humans cut down forests, land becomes exposed and is easily washed away by heavy rain. 
  • After: Deforestation causes soil erosion.

Creating an antilibrary

I enjoy buying and eventually reading books. I keep all the books I’ve read in a library, and what I haven’t read yet is organized in piles next to my bed – I can’t yet bear shelving books I haven’t read yet. However, there is a lot to be said about doing just that. Anne-Laure Le Cunff at Ness Labs wrote an article about building an antilibrary, which is a collection of unread books. It’s not a new concept, as many learned people have built antilibraries over the years. The goal is often to collect books on topics you want to learn about, and having those books at the ready will make it easier to do so. Some might argue that the Internet contains all known information, but there is something to be said about being able to reach out and actually read a book on something you want to learn about.

If you’re a freelance writer, consider accumulating an antilibrary of books on writing, marketing, and topics in your niche. When you want to do research or get a different perspective on writing, you can just reach out for one of your unread books.

Quote: When an author mentions another book, check the exact reference and make a note of it. By doing so, you will have a list of all the relevant sources for a book when you are done reading it. Then, research this constellation of books. It is unlikely all the sources on the list will seem interesting to you. Sometimes, only a short passage of the source was relevant to the book you just read. But other times, you will discover a book that genuinely piques your curiosity. Add this book to your antilibrary.

Extracting content from subject matter experts

Have you ever interviewed a subject matter expert who is not the greatest at sharing their knowledge with you in a way that makes sense? For various reasons, it can be difficult to do so. I know I’ve been challenged to get answers out of experts when deadlines are looming. Mindy Zissman at MarketingProfs wrote an article about six ways to extract content from subject matter experts. Her tips include:

  • Booking an Abstract Day (a scheduled date and time to ask questions and get content ideas)
  • Reuse one of their presentations
  • Jump on one of their scheduled client calls
  • Do background research before talking to the expert
  • Ask the expert to record their answers
  • Do a writing workshop lunch and learn

Creating a landing page

There is a lot of information on landing pages to be found online. For those who don’t know, a landing page is a page on your website (or on its own) where you offer something interesting and valuable (e.g., white paper, ebook, newsletter) to visitors in exchange for their email address. CJ Chilvers wrote an interesting post on lessons learned about writing landing pages, which are described briefly below:

  • Remember the basics of what the landing page is about
  • Focus on benefits over features
  • Think in 5 second intervals of what is being read
  • Focus on one action you want from the visitor
  • Everything is a trade-off – something you add / leave out will drive visitors away
  • Every page on your website is a landing page
  • Focus on customers first
  • Test everything
  • Be diplomatic with other members of your team

Creating a marketing plan for your small business

A marketing plan will help you to know more about your customers and how to reach them so they business with you. Matt Gladstone at Flocksy wrote a great article on marketing plan tips for small businesses. He suggested the following five steps for creating your own marketing plan:

  • Create and focus on your goals and objectives
  • Define your target audience
  • Do your research
  • Effectively and efficiently execute your plan
  • Plan a timeline and budget

Check out my blog posts on creating a marketing plan:

Thoughts on writing

Morgan Housel, a partner at Collaborative Fund, wrote a few of his thoughts on writing. This one stood out to me:

Good ideas are easy to write, bad ideas are hard. Difficulty is a quality signal, and writer’s block usually indicates more about your ideas than your writing.

What I wrote

Here’s an article I wrote for Digital Privacy News: Saskatchewan Law Against Domestic Violence Raises Privacy Concerns.

What I read

Here’s a great quote I read from Barbara Tuchman (source: The Book, Bulletin of the American Academy of Arts and Sciences, Vol. 34, No. 2 (Nov. 1980)) on the power of books:

“Books are the carriers of civilization. Without books, history is silent, literature dumb, science crippled, thought and speculation at a standstill. Without books, the development of civilization would have been impossible. They are engines of change (as the poet said), windows on the world and lighthouses erected in the sea of time. They are companions, teachers, magicians, bankers of the treasures of the mind. Books are humanity in print.”

What I watched

I’ve just finished watching the first season of Neil Gaiman’s American Gods. I read the book (and recommend it) many years ago, so I was pleasantly surprised by how much I did not remember about the story. I was able to enjoy it with fresh eyes, and I’m looking forward to watching season 2. And with season 3 here, I can catch up and watch it in “real time” instead of binging.

What I listened to

I watched this short clip of an interview between Polina Marinova Pompliano and James Clear on how to optimize your content diet.

Thanks for reading. If you liked what I wrote or think someone else would enjoy it, then please share it. And if you want to reach out, my email is


How to arrange and conduct a successful interview

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Since I write magazine articles and blog posts, I occasionally have to do interviews with business owners and experts. I’m an introvert, so I’m happy to get away with email interviews. But, sometimes it’s better to do a phone or Zoom interview, or there’s no choice but to actually talk to the person.

There are a lot of great books, websites, blogs, etc. with information on conducting interviews. Here are some strategies I’ve followed for conducting a successful interview.

  1. When reaching out, state your name, referral contact, and the reason for the interview.
    • Explain that you won’t take too much of their time.
    • Flatter the interviewee with sincere praise.
    • Explain the importance of doing the interview.
    • Leverage your time with whatever authority you have.
  2. Let the interviewee select the best date and time – give them some options that would work for you as well.
  3. Arrange the interview with a lot of lead time.
  4. Be prepared! Do your homework to set questions.
  5. Be on time.
  6. Write down key facts – record the interview at the same time so you can go over it later.
  7. Establish rapport with the interviewee.
    • Ask questions about them, put them at ease.
    • Show interest in their answers.
  8. Record the names of the subjects, and make sure to get correct spelling and facts.
  9. Show appreciation for their time – thank them and send them a copy of the article or blog post when done.

Additional tips: Eight ways to get more out of interviews

I hope that helps you get more out of doing interviews. If you need help with your writing, let me know –


How to write a great conclusion to your article or blog post

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A lot has been written about the importance of writing strong titles and headlines, as well as a powerful introduction, to attract people to read your article or blog post. Of course, it’s important to start strong to pull the reader into your content. But what about the conclusion?

It’s important to write a satisfying conclusion for your article or blog post. And I don’t mean the call to action. The conclusion wraps up your point and answers the question “So what?” for the reader. It’s pretty disappointing to read a great book or watch a great TV show that ends poorly – it’s almost like the rest of what you read or watched didn’t matter.

Nicholas Labonté from Craft Your Content wrote a great blog post on three steps to writing a satisfying conclusion. In a nutshell, to write a great conclusion:

  • Restate the thesis of your article or blog post to back up your main premise.
  • Synthesize (don’t summarize) your main points by breaking them down to explain the why behind them.
  • Open the reader to the possibilities that can extend from your thesis and main points, and broadens their horizons.

You can practice writing conclusions by paraphrasing what you’ve written in your article or blog post. This involves rewriting passages using different words to make the meaning clearer to your reader. It can involve providing more details to clarify the original meaning of the content. The paraphrased content should still contain the original thoughts and ideas, and make any “hidden” or “suppressed” meanings more explicit. 

Do you need help with writing a conclusion to your article or blog post? Let me know –


An incomplete list of writing tips for freelance content writers and copywriters

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There are bookshelves and websites filled with strategies on how to write better, faster, clearer, more compelling copy. I came across a few writing tips I wanted to share here because they are quick and easy to digest.

Writing tips that seem wrong but work

There are many “hard” rules for writing grammatically correct content. There are other rules for writing great ad copy, or great articles, or great blog posts. These writing tips might seem wrong, but can work when used properly. Try them out.

  • Begin sentences with a conjunction (but, or, and)
  • End your sentence with a preposition (of, with, for)
  • Use sentence fragments
  • Write one-sentence paragraphs
  • Use graphic techniques (sparingly) to emphasize words – bold, underline, capitals, italics, colours, arrows
  • Use bullets in the middle of your copy

The writer’s checklist

When you’ve finished writing your first draft, ask yourself:

  • Does the copy fulfill the promise of the headline?
  • Is the copy interesting?
  • Is it easy to read?
  • It it believable?
  • Is it persuasive?
  • Is it specific?
  • Is it concise?
  • Is it relevant to the reader?
  • Does the copy flow smoothly?
  • Does it contain a call to action?

40 one-sentence writing tips

This list of writing tips comes from Josh Spector. It’s a collection of lessons he has learned over the years that can help you get the most out of the next thing you write.

Writing lessons for the beginning writer

We’ve all been beginning writers – even Stephen King and Neil Gaiman, who make everything sound great. When we look back on our writing careers, there’s a lot we wished we knew when we started. This article on eight writing lessons explains what Naomi Pham from Craft Your Content wishes she knew as a beginner blog writer – it’s good stuff. These tips can help you to write more productively, overcome self-doubt, and love your writing.

Writing better email copy

I’ve written a million emails in my life, and I do a lot of email prospecting. Here’s a good list of six email copy characteristics that will help you write your next email.

Have any writing tips? Need help with your writing? Let me know –


Think about your audience before writing that article or blog post

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Your audience is composed of individuals who have a wide range of interests and knowledge. However, for the purpose of your writing, you can place them into two basic categories:

  • Specialists (e.g., CEOs, industry professionals) who have a deep (or technical) understanding of your topic, as well as the language
  • Generalists (e.g., end users, general public) with a wide range of knowledge and experience, but not a deep understanding of the topic or language

Both groups should be interested in the main subject of your writing. But they will have different goals when reading your writing.

  • Specialists do not need a lot of basic information or an introduction to the topic. They might prefer a high-level technical description, supporting facts and arguments, and a higher level discussion of the subject matter.
  • Generalists want the background information, clear explanations of features and benefits, and definitions or descriptions of technical language or specific terms. They want to understand the subject and how it appeals to them.

Establishing your audience will guide the tone and attitude of your writing. Your writing must respect your audience’s level of knowledge and experience. You can develop appropriate examples and case studies that will speak to that audience. Avoid writing for both audiences at the same time (where possible) as you will not be able to meet both groups’ needs.

Ask the right questions to define your audience

To help evaluate your audience, answer the following questions:

  • What does the audience know about the topic?
  • What is the audience’s attitude toward the topic?
  • Does the audience have interest in the topic, and why or why not?
  • Why is the audience reading about this topic?
  • What level of supporting information does the audience need to accept your position on the topic?

Knowing your audience will help to guide your writing and speak to them more effectively. If you can focus it even more to specific groups within the large group, so much the better. Understand and respect your audience in your writing, and you will achieve a greater response from your audience.

Need help with writing for your audience? Let me know –

How to write effective opening, closing, and connecting paragraphs for blogs, articles, and letters

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In a previous blog post, I wrote about writing different types of paragraphs for your blog, article or letter. Whether you’re writing a blog, article or marketing letter, you will always have to write three types of paragraphs, each of which has different purposes: the opening paragraph, the closing paragraph, and the connecting paragraphs. Make effective use of each type to get the most out of your writing and compel your audience to read all the way through your document.

Opening paragraph

This paragraph serves as your map – it guides you (the writer) and the reader through the rest of the document. The topic sentence in the opening paragraph sets the foundation to guide your writing. The rest of the sentences in the opening paragraph should support the topic sentence.

Your opening paragraph should also interest the reader so that they will continue reading. It needs a hook to spark interest – it can be a quote, an illustration, an interesting statistic or an example. Whatever the hook, it must pull the reader in and make them want to read more.

Closing paragraph

This paragraph enables you to restate the main idea. It repeats what was stated in the opening paragraph in a different way. The supporting sentences should also support the topic sentence, using different yet effective wording.

You should also include a call to action. You want the reader to do something when they’ve finished reading – contact you, sign up for a newsletter, visit a website, download an ebook, etc. The reader has made it all the way through your document, and they are presumably interested in what you have to say. Tell them what to do next.

Connecting paragraphs

These paragraphs serve several purposes:

  • They support the topic sentence and opening paragraph.
  • They allow you to transition between different points so that they are not jumbled into one large mass of text.
  • They do the heavy lifting. You can’t state your entire case in the opening paragraph, so they provide the details to fill in the gaps.
  • They make your case. You intrigued the reader with the opening paragraph, and now you have to prove why they were right to keep reading.

Each connecting paragraph should focus on a central theme with its own topic sentence, but it should be connected to the topic sentence in the opening paragraph. Organize your writing properly to get the greatest impact. Use paragraphs like the tools that they were meant to be.


Do you need help with writing better paragraphs? Let me know –

David Gargaro

Ten tips on publishing your own newsletter

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When I worked at a small publishing company, I wrote a weekly newsletter called Cram This! I used the newsletter to promote the company to our customers, discuss new and existing titles, provide useful information found in our titles, entice people with special offers, and more. It was quite popular and effective during its time.

I’ve written, edited and subscribed to enough newsletters over the years to understand how useful they are in building a brand and a business. Newsletters are great for educating and informing your current clients, and attracting new clients by establishing yourself as an expert in your field. I’ve thought about writing a newsletter to do the same with my current business. However, I current write LinkedIn posts and tweet, and am not sure how a newsletter would significantly differ. It would also require more time away from my business and other activities. Still, I am seriously considering developing a newsletter to help grow and promote my business – but it has to be useful, interesting, entertaining, and different.

Do you want to put out your own newsletter? Then consider the following tips for making it more effective for your business:

  1. Always provide contact information so that readers can contact you for more details about you and your business. Provide links to your website, email address, social media pages, phone numbers and so on.
  2. Write in a personal style so that they feel like you are speaking just to them. Or find a style that works best for you.
  3. Make sure that the headline is clear and powerful. The headline pulls the reader in – the content keeps them there.
  4. Keep individual stories to less than half a page. Provide links for additional content.
  5. Ensure that your newsletter contains useful information, not strictly advertising or promotional material for your business.
  6. Remember that the goal for your newsletter is to attract new business while also building your image. Everything in your newsletter should build upon that.
  7. Create a plan for your newsletter, where you know what you will be writing for the next few issues. Publish an editorial calendar if possible so that your readers know what to expect in coming issues.
  8. Publish regularly – whether it’s daily, weekly, monthly or quarterly, keep it regular so that your readers know when they will get the next issue.
  9. It can be difficult to come up with new and interesting ideas for each issue of your newsletter. Consider the following sources:
    – Press releases related to your industry
    – Clippings of your work in other publications
    – Free and pay clipping services
    – Academic publications
    – Library
    – Filler services with prewritten material
    – Government publications (mostly free, reusable content!)
    – Trade magazines
    – Online resources (via search engines and meta-engines)
    – Customers and employees
    – Experts
  10. What should you include as regular features in your newsletter? Consider the following suggestions:
    – Case studies related to how your clients used your services to improve their business
    – Contributions from readers and clients
    – Articles on new products and services related to your industry
    – Quizzes and self-analysis sheets
    – Interviews with experts
    – Short tips and top ten lists
    – Summaries of materials from other sources
    – Quotes, jokes, trivia, etc.

Need help with writing or editing your newsletter? Let me know –

David Gargaro

Top 10 criteria for editing articles and documents

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I found some great editing advice in The Elements of Editing: A Modern Guide for Editors and Journalists by Arthur Plotnik. It’s called “Criteria for Evaluating Manuscripts.” It’s a list of criteria that editors can use to evaluate manuscripts. It can also be used to score a manuscript out of 100 (as a teacher or editor would do), and functions as a scorecard for the writer to evaluate his or her own writing.

The criteria are divided into three categories:

  • Content
  • Readability
  • Impact

I’ve modified the criteria so that it can apply to articles and business writing.


1. Information: It delivers a body of facts, uses authoritative resources, involves competent and original research methods, and supports opinion with information.

2. Analysis and interpretation: Facts are properly organized and evaluated. Concepts embody facts and reflect the author’s voice. Difficult concepts are understandable and thoughtful interpretation leads to specific viewpoint. Content imparts both knowledge and information.

3. Balance: Opinions are separate from fact, other opinions or viewpoints are presented or acknowledged, and the reader can fairly judge the information’s readability.

4. Originality: Content is innovative and insightful, and it shows awareness of previous viewpoints on the subject.


5. Appeal: Writing is inviting, and motivates the reader to continue reading. It sustains interest throughout, and there is momentum to continue reading through organization of interesting facts and concepts.

6. Concreteness and clarity: Writing emphasizes concrete over abstract concepts, avoids jargon and gets to the point. Point of view is clearly stated, it invites discussion and reads with clarity.

7. Colour and tone: Voice is intelligent and conversational, and uses active voice whenever possible. Writing uses examples, anecdotes and contrast where applicable. Writing avoids elements that can impede flow of information and ideas.


8. Enlightenment: Writing informs but does not preach. Content provides new channels of understanding and offers clear benefits from reading.

9. Force: Writing is authoritative and persuasive, is solidified by intensity of conviction and logic, and is based on modern ideas with long-lasting impact.

10. Relevance: Content is current and applicable to reader’s interests, while also extending or challenging those interests.


Remember – content, readability and impact are the keys to powerful writing, and helping you to edit writing to make it more powerful.

Do you need help with editing your articles and documents? Let me know –

David Gargaro