Write with your audience in your mind. Feel free to go as far as to imagine you're writing personally to one person. That person is your average-audience-person.
'One of the writer's main jobs is managing cognitive overload. If a reader has to keep more than three or four things in his head at once—or feels like he might have to—he's likely to shut down. Big walls of text often zonk readers before they even start reading. Really long paragraphs simply look daunting.'
You can use plot, characters or sensuality to entice the reader to carry one. Use verbs that entice imagery, that kind that you want your reader to feel while he/she's reading.
Another thing to keep in mind that humans think in terms of agents i.e. doers. So mention the agents where ever possible. In fact, tell a story, with a character. Humans like if there's a plot, more if there's a character, even more if the character is relatable.
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