Your product doesn’t do things. People use your product to do things.  Think about enabling people to solve problems or achieve goals, then when you write about it, write it from the perspective of showing the reader what she can accomplish.  Ex: Not “Product X does this.” or even “Product X enables you to…” Instead: “Using Product X you can…” “Using Product X you will…” “You can … with Product X.”

Use the active voice. Prefer “You can…”, “You will…”, “You are…”.  Don’t use “You’ll be able to…”, “… by the user.”, or “Here, you’ll find…”. For example, rather than saying “Here you’ll find the settings screen…” say “This is the settings screen.” This technique imbues your words with energy and directness. 

Avoid using the word “user”. Ex: “Users can do x with our product.” Instead, speak directly to your reader as a person.

Ask yourself “What if…” questions… “What if you never had to do … again?” “What if you could… ?”

Follow these rules in all of your communication about your product.  Not just your marketing material, but also in your dialog boxes, alerts, and informational text.