When language obscures clarity

Quick, what’s the difference between “avoid” and “use sparingly?” Not so fast, cowboy — think about that for a minute. The first means “keep away from” or “refrain from.” The second means to use with “careful restraint.” Argues one editor I know: “They’re basically the same thing.” Yet another opines, “The first implies you shouldn’t [...]

It’s not what you say, it’s how you say it

A disproportionate amount of my time as a content strategist tends to be spent convincing clients that they should translate their messaging from “business-speak” to plain old English. Even better, make it friendly English — interesting or even (gasp) enticing. Yes, the message is the same , but how you say it makes a difference [...]

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