© 2019 Shae Abbett Irving

Straight-Up Words Are Smart

March 24, 2014

I've seen this list in several places, sometimes with comments complaining that the emotional words dumb down the language. I don't agree. The best words always depend on context: Who's your reader? What do you want them to know or do? When your goal is to help someone understand a complicated subject or encourage them to take action, choose the words that shoot straight.

 

Click the image to enlarge it.

 

Source: Herschell Gordon Lewis, Direct Mail Copy That Sells, via Marketers Being Awesome.

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