I was helping dad today with the wording of a sales proposition for his clients. He is a lawyer and this is not necessarily included in his job description, but he had me – the ad-loving little child. While writing, we have come to an interesting conclusion about the correct use of words.
Depending on the receiver(s), you need to tailor your phrasing very carefully. There are a lot of books on that far better than any article you could read. Anyway, if you’re in a hurry and you’re absolutely clueless, reading a couple would certainly help.
Now it gets interesting. Depending on the wanted result:
1) use simple words
2) use verbs instead of nouns
For example, “buy” (verb, simple) instead of “acquisition” (noun, sophisticated). You will recognize this type of communication in almost all ads.
* If you need them to acknowledge your superiority in an intellectual matter, (in a lawsuit or a simple quarrel or your typical essay):
1) use sophisticated words
For example, “I would gladly (adv.) speak my mind if you would be so courteous (adj.) to allow me to do that.” instead of “Shut up!” (verb, blunt, simple).
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