UncategorizedSimple Substitutions Make More Memorable Messages
Simple Substitutions Make More Memorable Messages
Want your message to be memorable? Avoid redundancy, wordiness, complex language, and generalities. Typically (depending on your audience) simple language is best. Here are some substitutions to get you started:
Redundancy
DON’T SAY
SAY
Advance plan
Plan
Actual experience
Experience
Two cubic feet in volume
Two cubic feet
Cylindrical in shape
Cylindrical
Uniformly homogeneous
Homogeneous
Wordiness
DON’T SAY
SAY
During the course of
During
In the form of
As
In many cases
Often
In the event of
If
Exhibits the ability to
Can
Complexity
DON’T SAY
SAY
Terminate
End
Utilize
Use
Incombustible
Fireproof
Substantiate
Prove
Optimum
Best
Generalities
DON’T SAY
SAY
A tall tree
A 40-foot oak tree
Plant
Medical-device manufacturing facility
Unfavorable weather
Heavy rain
High performance
95% efficiency
Adapted from Chemical Engineer “You and Your Job” (McGraw-Hill, Inc)