When writing or speaking, you can’t go wrong by following these 3 P’s of effective communication. Consider these points as a measure when you’re proofreading, too.

Be Pithy. What words can you eliminate to more quickly get to the point? Especially in web copy, because readers scan. Don’t abuse modifiers and fillers. Avoid passive voice. Remember: Verbosity is an atrocity.

Be Powerful. Reach out quickly and grab your reader. Persuade and command with powerful, terse copy. Emphasize by repetition: Don’t publish without letting your copy come to life: copy that is pithy; copy that is powerful; copy that persuades your customers to act. Be visually powerful. Use bold and color to highlight important points and dashes to introduce important phrases.

Be Protective. Like everything you do, be a good company soldier and protect your brand. Your communications must live under your mission statement umbrella. If not, you risk inconsistent messaging, which shatters trust.