Your brand voice should help readers recognise the person behind the business.
Begin with one useful question.
What should someone understand after reading this piece? Write the answer in a sentence, then use it to judge what belongs in the final version. A clear purpose makes decisions about structure, tone and detail much easier.
Make the information specific.
Replace broad promises with concrete explanations. Explain how something works, give a relevant example and remove anything that asks the reader to do unnecessary work. Check factual claims against reliable sources.
Read it as your audience would.
Look at the headings first. Does the sequence make sense? Read the opening and closing together. Is the promise fulfilled? Finish by checking whether the next step is clear and appropriate.
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