Straight-Up Words Are Smart
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.
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Source: Herschell Gordon Lewis, Direct Mail Copy That Sells, via Marketers Being Awesome.