Understanding Audience - The speaker emphasizes the importance of understanding the audience before writing. This involves considering what the audience knows, what they need to know, and how they would like to receive the information.

Importance of Structure - The analogy of a jigsaw puzzle is used to illustrate the importance of structuring written material. Just like putting together a puzzle, writing should follow a logical structure that makes sense to the reader.

Tone and Active Voice -The video emphasizes the significance of tone in writing and differentiates between active and passive voice. Active voice is preferred because it makes the writing more readable and engaging.

Editing for Conciseness -Editing is highlighted as a crucial step in the writing process. The speaker stresses the importance of cutting unnecessary words and phrases to make the document shorter and easier to read.

Using Everyday Language -The video encourages using language that is familiar and easy to understand for the reader. Complex or obscure language should be avoided in favor of everyday conversation style to enhance readability.