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2. When you look and read an article, put yourself in the readers’ shoes. Ask yourself: will it interest him?
3. Don’t complicate material. Keep it simple. Make sure the reader understands the main point.
4. Attention-spans are short and getting shorter all the time. You have to grab attention.
5. Bullet summaries are useful. Readers go there first.
6. Presentation is king. Visual appeal might lead the reader to the text.
7. Don’t preach. Don’t patronise. Your reader is not a moron.
8. Hard politics, partybaazi, who is in and who is out has diminishing interest.
9. Clean, lucid, stylish writing is any day more important than exhibitions of literary flourish.
10. Don’t take yourself too seriously.
