Writing Style from Google

Writing tips from Google to Android app writers.
Try these for your emails, blogs, ads, and flyers.

“When choosing words for your app:

1. Keep it brief. Be concise, simple and precise. Start with a
   30 character limit (including spaces), and don’t use more
   unless absolutely necessary. (You’ll have more in an email,
   but learn to reduce the number of words to the least. -kk)
2. Keep it simple. Pretend you’re speaking to someone who’s smart and competent,
   but doesn’t know technical jargon and may not speak English very well. Use
   short words, active verbs, and common nouns.
3. Be friendly. Use contractions. Talk directly to the reader using second person (“you”).
   If your text doesn’t read the way you’d say it in casual conversation, it’s probably
   not the way you should write it. Don’t be abrupt or annoying and make the user
   feel safe, happy and energized.
4. Put the most important thing first. The first two words (around 11 characters,
   including spaces) should include at least a taste of the most important information
   in the string. If they don’t, start over.
5. Describe only what’s necessary, and no more. Don’t try to explain subtle differences.
   They will be lost on most users.
6. Avoid repetition. If a significant term gets repeated within a screen or block of
   text, find a way to use it just once.

Examples

1. Keep it brief.

More here.