Use the C4 concept to quantify content and connect with your readers.
Clear: Use words that are objective and easy to understand. Quantify content with definitive details that eliminate confusion.
Concise: Be consistent, avoid redundancy, and don't use 10 words when 5 will do.
Captivate: Get attention with images and color. Use white space and lists to help end users focus on important content.
Connect: Provide relevant comparisons and real life examples your audience can feel and remember.
Which version of the story are you more likely to remember?
Version 1: There was a huge pile-up on the highway and I was stuck in traffic for a long time. It was very hot and my car's air conditioning was not working. I was sweating all over.
Version 2: A three car crash on I-40 had me in stop-and-go traffic for more than two hours. It was 95 degrees and my SUV's air conditioning did not work. I was sweating from head to toe and my clothes were sticking to me.
