When writing for print material, I usually focus on copy and don’t concern myself with the visual aspect. That’s because I know a skilled graphic designer will take my content and build a visual theme around it. Writing video scripts however, is a different matter....

I am most impressed by writing that makes a point clearly, succinctly and in language that is appropriate to the audience. If you’re writing an article that’s targeted to plumbers, it’s okay to use terminology common to the industry with little or no explanation. It’s...