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Basics
📖 Write for all readers.
Some people will read every word you write. Others will just skim. Help everyone read better by grouping related ideas together and using descriptive headers and subheaders
🏈 Write in American English.
We use an American English dictionary () and the as a reference in case this guide doesn’t cover the word or topic. If writing Serbian content for local publications, follow in the spirit of this guide and use what you’ve learned at school.
✉ Focus your message.
Create a hierarchy of information. Lead with the main point or the most important content, in sentences, paragraphs, sections, and pages.
🧠 Be concise.
Use short words and sentences. Avoid unnecessary modifiers.
👉 Be specific.
Avoid vague language. Cut the fluff.
🔁 Be consistent.
Stick to the copy patterns and style points outlined in this guide.
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