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Our (seven) writing tips

What makes good writing? Or, what makes writing good?

Two different questions, but once you get past the basics of grammar, syntax, spelling, and punctuation, the challenge lies in striking a chord.

Tell a story

We're all stories in the end.

Stories explain the why of existence. They provide order, familiarity and predictability.

A great story rivets your audience to absorb new information and engage with you more. It also ensures your readers come back for more.

Stay Human

Remember this when you write: third person is for British royals and inanimate objects.

Also remember this: users need a brand that is human, real, and accessible. They want to know who the brand is, not what.

Codifying things in decks and charts is dry.

When you communicate, get some energy, fun, empathy, appetite, and passion in the voice.

Give your brand life.

Know your audience

This is as basic as roti, kapda, aur makan.

Who you are writing for makes all the difference. It's important to give your audience what they seek. Put yourself in their shoes. Listen, think, feel, and ask! Gain insight into what they want to know and then respond.

Keep is Simple, Stupid.

We'll just leave it at that.

What's most important?

What makes a story tick? The way it is told.

What is the 'meat' of the story? Where will you engage? It's the point from where you will lead the reader to a conclusion.

What's most important?

Constructing a narrative that conveys a thematic rhythm.

Show & Tell

A picture is worth a thousand words.

It's not a strict equivalence, but being mindful of the visual element of writing always helps.

Whether pictures, infographics or pie charts: allow visuals to do some of the talking.


Connect with your audience and invite them to share their opinion. Response is at the core of engagement.

Readers return when they see the 'interest value' in content. It's got to be informative, engaging, original, and helpful.

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