(1) Keep it personal. This is a conversation, not an announcement.
(2) Show respect. Assume a reader more intelligent than yourself.
(3) Be honest. Never resort to hype.
(4) Make your point. Why does this matter?
(5) Allow yourself to feel. Speak to the mind and heart. Identify with your reader.
(6) Write visually. Evoke images.
(7) Keep it lean. Say more by writing less.