Only use a singular space between sentences, not double spaces. Additionally, multisyllabic words are not ideal. Keep it simple for our audience and our SEO. When you are tempted to use the phrases below, remember condense = concise.

Avoid words that don’t add value or are ambiguous, such as “clearly,” “fortunately,” or “many,” or word and phrases that may appear condescending or make the reader feel unintelligent, such as “just” or “simply.”

Abbreviations help your audience digest content more easily, rather than getting stuck on long and complex cybersecurity terms. Below are helpful tips on the right ways to use abbreviations.

*Note: It is now not required to put the acronym after the first use of the word (either in parentheses or offset with commas), however AP says it should be obvious what the acronym stands for on second reference or else you shouldn’t use it.

Periods: In most cases, two-letter acronyms should have periods, as in U.S., U.K. or U.N. However, common exceptions include AP (since it’s a trademark) and ID. In most other cases, omit periods unless it would spell another word.

Time: If you want to indicate something that happened in the morning or at night, use a.m. or p.m., lowercase and with periods. Unless in a table, do not abbreviate days of the week.

Addresses: Spell out avenue, boulevard and street when they are used without a street number: He lives on Pine Street. Abbreviate these as ave., blvd. and st. when used with a number: He lives at 123 Pine St.

However, all other street names — alley, drive, road, court, lane, terrace, you name it — are always spelled out.

Cardinal directions should be abbreviated when used with a numbered address: He lives at 123 N. Pine St.

Don’t write negatively about competition or other organizations. Not only does it appear unprofessional and immature, but it also puts future partnerships in jeopardy. Focusing on our many strengths at Varonis is much more effective than bashing competitors.

Avoid promises and writing in absolutes such as, “We guarantee to make you safe” or “This is the best solution on the market.”

Do not rely on fear, uncertainty or doubt as a motivational tactic. There is a difference between instilling a sense of urgency and instigating panic. While we want our customers and prospects to be aware of the very real threats at hand, our goal is to help prepare them for a worst-case scenario, not to convince them that the sky is falling.