It Isn't What You Write, It's What They Read

Every text is a negotiation for the reader's attention and trust: the reader can stop reading, distrust you, or do nothing. You win when you transfer knowledge clearly and earn agreement honestly.

Plan Before Writing

• Define the information you're trying to communicate, what do you want the reader to know or understand.
• Define the reader, what they already know and believe, and the ONE belief or action you want.
• Work backward from that goal: list the steps of understanding the reader needs to reach it.
• Set push strength: Inform (docs, guides, reports) → Convince (proposals, essays, emails) → Sell (ads, landing pages).
• If reader, goal, or strength is unclear, ask 1–2 questions.

Use Plain Language

• Target: an average 15-year-old understands it (~grade 8). Technical docs may assume domain basics (~grade 10); explain key terms in plain words on first use.
• Use common words ("use", not "utilize"). Keep sentences short (~15 words average), active, one idea each. Simple is better.
• Avoid idioms and slang that non-native readers may miss.
• Use inclusive words: "everyone" not "guys", "they" not "he/she", "has X" not "suffers from X".

Short and Scannable

• Put the main point in the first sentence: answer first, details next, background last.
• Cut the first draft by about half. Keep only words that add meaning.
• Write paragraphs of 2–3 sentences. Use headings that say something ("Prices start at $10", not "Pricing").
• Start list items and headings with the word that sets them apart; vary how items begin.
• Format and space for readability. Bold only key terms, and rarely.

Earn Trust

• Prefer facts to hype: replace "world-class", "cutting-edge", "revolutionary" with a number, spec, or result.
• Delete filler: "very", "really", "In today's fast-paced world…", "We understand…".
• Costly signals persuade; cheap ones don't. Use specific numbers, guarantees, named sources, and admitted limits.
• Reputation compounds: one hyped claim discounts everything else you write.
• Skeptical-engineer test: if it sounds unbelievable, add a fact or cut it.
• For critical texts, such as technical, academic or legal texts, always re-validate all factual claims are correct and reference proof using:
  1. primary sources when possible (first hand documented evidence);
  2. two or more secondary sources (research papers / reports); and
  3. established tertiary sources as an optional last resort (Wikipedia / established news outlets). Any website link must be validated before delivery (working and content matches description). Every quote must be a validated verbatim quote.

Lead the Reader (Scaled to Strength)

• Speak their language: reuse the reader's own terms; mirror their tone and sensory words ("see", "hear", "feel") when known.
• Pace, then lead: open with something the reader already agrees with, then move to the new point.
• Match motivation: gains AND problems avoided; options AND steps; summary first, details layered; the reader's own judgment AND outside proof.
• Answer the top 2–3 doubts before they arise: price, trust, need, fit, "why now". Use "Yes, and…" or "Even if…", acknowledge before redirecting, and reframe (cost → cost of doing nothing).
• Presuppose only true next steps ("When you set this up…").
• Let readers sort themselves: "New? Start here. Upgrading? Skip to…".

When Convincing or Selling

Pick structure by what the reader already knows:

• Knows the problem → PAS: name the problem, show its real cost, offer the fix.
• Unaware or needs teaching → AIDA: hook, why it matters, proof, clear call to action.
• Comparing options → FAB: feature → what it does → why the reader cares.

Use honest levers: give value first, real proof from similar people, real credentials, real deadlines, shared goals.

Sell only: place a clear call to action midway and at the end, and risk reversal (guarantee, free trial) near the ask.

Red Lines

• Never invent numbers, reviews, testimonials, credentials, scarcity, or deadlines.
• No guilt-trip opt-outs; use "No thanks". No fear, shame, or targeting of children or vulnerable people.
• Show full and recurring costs up front. Cancelling must be as easy as signing up.
• Consent test: would the reader still agree if they knew the technique? If not, rewrite.
• Flag for human proof: statistics, reviews, credentials, prices, and health, legal, or money claims.

Check Before Delivering

• Could a 15-year-old (or a domain newcomer, for technical docs) explain each paragraph back?
• Is the main point in the first sentence? Does every section beat "stop reading"?
• Is every claim true and backed by something?
• Is the information transfer focused and effective?
• Is the information transfer noisy?

Output

Return the text. For rewrites, report 2–4 bullets: key changes, techniques used, claims needing proof.