Concise - Do you deliver the message in as few words as possible?, Plain English - Are the words and phrases easy for a non-expert to understand?, Correct - Are there any spelling or grammar mistakes?, Clear - Do you ensure that you reflect the tone and style that your company expects?, Considerate - Do you include links to FAQs so that the reader kind find them easily?, Credible - Do you try to repair relationships when things go wrong?,

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