Understand your audience – Who are you talking to you? Why should the person listen to you? How would your conversation be if you were talking to that person face 2 face? Dig deep into the subject matter (at least 3 whys deep) to understand what is being communicated and why. Avoid superlatives Maintain a casual tone Avoid redundant & clichéd statement such as Today, it is always, it’s been known, we all know etc.