4. Sentence length and structure

Your readers should be able to make sense of what you’re saying on the first reading. They should not be forced to remember a lot of information, or struggle with complex sentence structure, in order to understand. If you have to read it twice (or more) to be sure you have the information right, then the sentence should be changed.

Watch out for:
    long sentences (over 30 words)
   sentences with several clauses
   several ideas in one sentence
   passive construction

Why?
Long sentences are usually also complex sentences. If there is more than one idea, the reader must remember them all in order to understand the sentence. A number of long sentences together form a dense visual block on the page, and may be intimidating for the reader.

Passive construction (for example, It has been decided, We have been advised) makes writing impersonal and formal. It is difficult because the reader must read and remember the whole sentence before it makes sense.

5. Tone — how we speak to the reader

How we give our message is just as important as what we say. The words we choose usually demonstrate what we know about the readers, and how we feel about them. The tone can show authority or friendliness. It can demonstrate a negative or positive attitude towards the readers. Be aware of how you sound in your written material — be sure you aren’t giving a message you don’t intend to give.