What makes good writing?

• Cover the basics - spelling, grammar, punctuation.
• A clear message
  • Know exactly what you want to say
• A consistent style
  • Consistent level of formality
  • Consistent tone
  • Consistent spelling
• Clear language
  • Use simple terms wherever possible
  • Use direct, active language
    • Not passive: "She was kicked by me" versus "I kicked her"
    • Language your reader(s) can relate to
• Coherent flow
  • Linking between paragraphs
  • Logical progression of content
  • Lead the reader through the text
  • Signpost - tell the reader what to expect
• Variety
  • Don't use the same word over and over again
  • Use vivid and varied metaphors and imagery