Excellent post. I should add that text formating is almost as important as what you want to say. 11 short sentences addressing 4 points packed in a single para

Excellent post. I should add that text formating is almost as important as what you want to say. 11 short sentences addressing 4 points packed in a single paragraph is really painfull to read. Use paragraphs, new lines and bullet points as much as you can. Let the reader breath.