2. Don't write what they will not read

It goes without saying, but it's better (just in case) to say it:

Do not write what they will not read.

In other words, be brief, be eloquent, be gone!

How do you make sure that you always follow this principle? Simple: create a Subscribe button. As you gain more and more subscribers, you will naturally feel the pressure of "performing" (that is, to write only what is of value to your subscribers -- don't forget: they are ONE CLICK away from canceling their subscription!).

One of my favorite writers created this amazing blog, with an example of a Subscribe button: http://realtimesuccesssecrets.blogspot.com