1. Clarity: The message is easy to understand and free of ambiguity. The reader can grasp the main points and supporting details without difficulty. This involves using precise language, avoiding jargon where inappropriate, and structuring the writing logically.
2. Conciseness: The message is brief and to the point. Unnecessary words, phrases, and sentences are eliminated. The writer gets straight to the core information without rambling or including irrelevant details.
3. Correctness: The writing is free of grammatical errors, spelling mistakes, and punctuation problems. It adheres to the conventions of standard written English (or the relevant language) and maintains a professional tone.
4. Engagement: The writing captures and maintains the reader's attention. It might use techniques like strong verbs, vivid language, and storytelling to make the message more interesting and memorable. This also considers the audience and their likely level of interest/prior knowledge.