A good example involves the word also. Often in speaking we will begin with a transitional word or phrase to connect ideas together for our audience. We can and often do provide similar transitions in our writing. However, also provides a weak transition, suggesting an afterthought rather than an intentional idea.
Consider the example sentence in the cropped graphic above. The role played by corrosion in the material failure does not appear to be secondary or an afterthought. It played an important role in the chain of events leading to final fracture. Therefore, the more effective technical writer will rewrite this sentence. Here is one option:
Don’t settle for less effective writing by introducing sentences with weaker transitions. Also, don’t begin with also. Present your message coherently, clearly, and concisely. That makes for more effective writing. And more effective writing makes for more effective presentations of both you and your brands.