Change over to a lean, mean communicating machine

Clear, concise, and credible writing is an essential element of any successful business communication, from ad copy to Web page content.

1. Keep sentences short. Try not to exceed 17 words per sentence. Sentences can be longer, but less is usually more. Strive for a mixture of sentence lengths to heighten reader interest.

2. Use active voice. For example, use "XYZ Corporation developed the product" instead of the passive "The product was developed by XYZ Corporation."

3. Put your copy on a diet. Keep your writing tight by eliminating unnecessary words and phrases.

4. Choose action verbs. Select verbs that describe physical or mental activities instead of a state of being. Say your services "outshine" the competition, not that your services "are" the best.

5. Use modifiers sparingly. Choose nouns and verbs that are as specific as possible, and employ adverbs and adjectives sparingly.

Great content. Less filling. The bottom line: cut out the blubber… or the blabber. Tighter communications will make your life easier and, even more important, better serve your customers and potential customers.