But they'll never let you down. In fact, we guarantee it in writing. When possible, use singular nouns and verbs. You are talking to one consumer at a time about one item at a time. Like prepare gourmet meals atop a delightfully crisp, chewy pizza crust.
Active verbs mean action.
Avoid passive construction in your sentences. The active construction is lively, the passive, deadly. Stick to familiar words and phrases. Some of the best writing in the world touches readers because it speaks their language. Five dollar words often don't work nearly as well as ten cent ones.