Adopt a good writing style

None of us is ever likely to be confused with Gabriel Garcia Marquez, but we should at least make an effort.

Use your titles as headlines
State your conclusions first and elaborate on them afterwards
Help your readers to scan and gain context
- Use bullet points.
- Make one point per paragraph.
- Make your point in the first sentence of each paragraph
- Highlight key words
Avoid marketing hype
Avoid boring lists of techniques and adjectives.