What makes one sentence easy to read and another a slog that demands re-reading? Where do you put information you want readers to recall? What about details you need to reveal but want readers to forget? Drawing on cognitive neuroscience, psychology and psycholinguistics, this book provides a practical, how-to guide on how to write for your reader. It introduces the five 'Cs' of writing - clarity, continuity, coherence, concision, and cadence - and demonstrates how to use these to bring your writing to life. It also shows you how to do all this whilst also making the writing process speedier and more efficient. Brimming with examples, this humorous, surprisingly irreverent book provides writers with the tools they need to master everything from an email to a research project.