4 The facts. Give us the facts . If the editor has to dig and dig just to find out what the new program does you're dead. Don't shoot us with bullets Actually bullet lists are good for telegraphing concepts in easy gulps. But please, writers, don't kill us.
Quantity is never a substitute for quality.
We'll know whether or not you're lying by what the news is. One company the other day tried to tell me they are the leader in image editing. They weren't Adobe. Instant delete button. Do NOT send DOT-DOC files.