- Platform-aware message
- Copy adapted to the expectations, space and reading behaviour of a particular communication channel.
- Audience
- The people a message is intended to help. Their needs and prior knowledge guide the language and level of detail.
- Tone
- The attitude carried by word choice and rhythm—for example, warm, direct, calm or instructional.
- Call to action (CTA)
- A clear invitation naming the next step, such as opening a lesson or downloading a source file.
- Disclosure
- A visible statement of a relevant relationship, payment or condition that could affect a reader’s decision.
- Context collapse
- When people from different audiences encounter the same public message. Clear context reduces misunderstanding.