
Natural wording
Use the terminology customers understand and enough context to explain the subject. Exact-match repetition is not a quality target. Compare the proposed message with the words customers use.
Check accuracy, redundant paragraphs, headings, links, and next steps before publication. Read the copy without the keyword brief to test its usefulness. Keep enough history to separate a planned test from an unrelated change.
- A written brief
- Named responsibilities
- Agreed review points




