• Write for the ear, not for reading. Spoken language and written language can differ greatly and this needs to be borne in mind all the time. Each word on the script should therefore sound right not necessarily read right. Avoid the use of big and complicated words, too many adjectives, and any word that may be unfamiliar to your audience; 

• Use imaginary: While trying to keep your language simple and straight forward, try also to be creative and allow your audience to visualise what you are talking about. 

• Use relevant facts. Facts, especially if listeners can relate to them, help in drawing attention to the message. Facts can be the familiar, something the listeners have experienced directly, or memorable, or something extraordinary or known to everybody; 

• Say words as you write them. As mentioned earlier on, you are writing for the ear. It is good practice therefore to speak the words as you are writing them on paper. The suggestion here is “Think it, Say it, Write it!” 

• Get straight to the point. Do not cram information and when needed do not be afraid to repeat the information using different ways.