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8 <p><strong>Keep it brief.</strong> Be concise, simple and precise. Start with a 30 character limit (including
12 <p><strong>Keep it simple.</strong> Pretend you're speaking to someone who's smart and competent, but doesn't
17 <p><strong>Be friendly.</strong> Use contractions. Talk directly to the reader using second person ("you"). If
23 <p><strong>Put the most important thing first.</strong> The first two words (around 11 characters, including
28 <p><strong>Describe only what's necessary, and no more.</strong> Don't try to explain subtle differences. They
32 <p><strong>Avoid repetition.</strong> If a significant term gets repeated within a screen or block of text, find
39 <ol><li class="value-1"><strong>Keep it brief.</strong> From the setup wizard:</ol>
64 <ol><li class="value-2"><strong>Keep it simple.</strong> From the Location settings screen:</ol>
115 <ol><li class="value-3"><strong>Be friendly.</strong> Dialog that appears when an application
183 <ol><li class="value-4"><strong>Put the most important thing first.</strong></ol>
229 <ol><li class="value-5"><strong>Describe only what's necessary, and no more.</strong></ol>
