During my extensive networking efforts of the last several months, an age-old communications reality has once again come into focus: people typically know want they want to say, but they’re not so sure how to write it and make it sound good.

“I can sell you a great bar code management system but don’t ask me to create a resume,” says the curly-headed sales team leader.

“I have a hard enough time writing a post-it note, never mind all this social media muddle” adds the astute accountant.

“Yeah,” agrees the bespectacled logistics analyst. “I’m used to numbers and data, not flowing sentences and fancy descriptions.”

For these people and any interested others, I offer the following writing guidelines.

Coming from a writing and broadcasting background, I’m used to interacting daily with people who have an extraordinary gift for written and verbal communications. They relish playing with words and making them sing. But the truth is that’s just one God-given gift in a world full of God-given gifts. On one hand, it accomplishes a great deal. On the other hand, it doesn’t fix your car’s brakes, it can’t discover a cure for cancer, and it won’t put food on store shelves.

However, it’s often something you need to know how to do in order to get you where you want to go. In the case of the modern business model, it can mean the difference between luring a customer with your online presence and turning them off before they even give you a second look. Being inaccurate or sloppy in the content that is published to your website could result in a misunderstanding, as someone takes your words literally but they’re not clear what you mean.

So, say what you mean. Be nice and be specific. And, don’t try too hard.

Now allow me to be specific. Here are 10 guidelines for general communications, online and offline. They’re all made up by me, based on many years of writing, reading, editing and understanding that words are too often misused and misconstrued, when they don’t need to be.

10. Information matters most to most people, especially online. It matters more than interesting writing, even to interesting writers.

9. Write it, re-arrange it, edit it, leave it overnight and edit it again. Say it out loud several times. If it still sounds okay, go with it. You can keep changing it until you hit send or post. Even then you can change it, especially if someone points out a mistake.

8. If you’re writing to someone you know well, go crazy (meaning you don’t have to be so careful with what you say or how you say it). If you’re writing to someone you don’t know well (a potential customer for instance) don’t go crazy. Be professional until you know them better. Going crazy in this online world could get you into big trouble. You probably already know that. Going crazy offline can still get you into trouble online. Social media is unforgiving.

7. Don’t be rude or offensive, ever (yes, extra especially online). If you’re frustrated, walk away and come back later.

6. Have fun writing. It’s not a chore. It will be over before you know it.

5. Stick with what you know. What you know matters to someone, even if it’s just that plumber friend of yours. Hopefully, you’re writing to her.

4. Big words are confusing if you use them carelessly and without training. There are several hundred thousand “small” words that will do nicely.

3. Be yourself, or else you will sound like someone else.

2. Seek expert help with important documents and crucial business communications. I can’t say this enough times.

1. Try to relate, not impress. You can’t sound smart if no one knows what you’re saying.