1. Clear: The writing should be easy to understand. The language used should be clear and concise, and jargon and technical terms should be avoided.
2. Concise: The writing should be as brief as possible. Every word should count, and unnecessary words and phrases should be cut out.
3. Compelling: The writing should be interesting and engaging. It should grab the reader's attention and keep them wanting more.
4. Credible: The writing should be accurate and reliable. It should be based on facts and research, and it should not contain any misinformation or bias.