You use as few words as you can to communicate your point. Knowing that readers are impatient, you edit out extraneous text.
You write in short sentences because long sentences puzzle readers. So, you break long sentences into shorter sentences (that is, 20 words maximum).
You write using an active voice 90% of the time. A passive voice hides the true meaning. You make the actor the sentence’s subject.
You eliminate weasel words. Weasel words make statements wimpy. So you cut weasel words. If you can’t, you cut the sentence.
You replace jargon with clarity. Jargon makes readers feel stupid. So, you replace it with plain English.
You cite claims effectively. Statistics and references support your point. You include both context and source of statistics.
You use “I”, “we”, and “you”. Pronouns invite the reader to relate. When you write, you imagine the reader and write directly to them.