As writers, the most efficient way to improve our writing is to THINK READER. Readers are like you and me, people with limited memory, attention, and knowledge. THINK READER introduces tools to assess how well your writing reaches your reader. It presents writing design principles and practices that sustain reader attention, enhance readability, and persuade with gentleness. THINK READER is the essential writing resource for government workers, non-fiction writers, technical writers, and scientists who publish papers, reports, brochures and documents for people less experts than they are. THINK READER is applicable across languages since it considers the way we read, and promotes efficient use the brain resources we use for reading, i.e. memory, attention, and knowledge.