The 5 main points he outlines are:
-Use your skills
-Kill jargon
-Tell a story
-Don't be afraid to put yourself into your writing
-Don't say too much
Full article: http://www.core77.com/blog/featured_items/how_not_to_write_like_a_designer_5_tricks_you_didnt_learn_in_studio_12363.asp
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