Have you ever gone to a website or read a brochure that has long, run-on sentences that try to explain everything all at once using big, thesaurus-y words that actually distract you and don’t give you the information that you want or need and by the time you get to the end you’re confused and even a little annoyed that you actually re-read the sentence in another attempt to understand what it’s trying to say?

Me too. Good thing I don’t write like that! When I create content, the reader is the first thing I think about—understanding the who should come before writing the what.

Striking a balance between being concise and compelling can be tricky but when it’s done well, even a spec sheet about hammers can be enjoyable.