There are Rules and there are commandments. What follows are rules. [[make every word matter]] is *the* commandment, and the great commission. ([[The Incredibly Massive Number of Hackneyed Words Is Surreal|this is why]]) --- With substantial credit to [[Steve Sandler]], [[Harry Dry]], and [[David Ogilvy]] among others. 1. The voice of the script is the reader/subject to the audience. It is not the copywriter to the audience, or the copywriter to himself. Before you change a script, know firmly the voice in which you're writing. 2. An assertion must be concrete. Can you drop the noun on your toe? 3. An assertion must be as specific as possible, and thus falsifiable. It puts your head on the chopping block, which gets people's attention. 4. No jargon. Normal people don't know or care what a motion to recommit is. 5. No political cliches. No one fights against career politicians in the swamp who don't put people first. They run to beat Joe, because Joe is a crook who took bribes from John. 6. If you're adding more than one word to a dependent clause, or three words to an independent clause, you're almost certainly wrong. - If you don't know what a dependent clause is, stop editing and call us for feedback.