Good writing is…

…in the eye and mind of the reader.  What is considered good writing can vary  by industry, client, or type of writing–ad, website, case study, or FaceBook post, for instance. In general, however, good writing  is:

• Easy for the eye to read. That means short paragraphs and, for business purposes, the use of bullets;
• Quickly understood;
• Consistent in style and tone with the client’s brand and personal preference; and
• Usually half as long as the writer would like it to be.