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 SAYSAY
Advance planPlan
Actual experienceExperience
Two cubic feet in volumeTwo cubic feet
Cylindrical in shapeCylindrical
Uniformly homogeneousHomogeneous

Wordiness

DON’T SAYSAY
During the course ofDuring
In the form ofAs
In many casesOften
In the event ofIf
Exhibits the ability toCan

Complexity

DON’T SAYSAY
TerminateEnd
UtilizeUse
IncombustibleFireproof
SubstantiateProve
OptimumBest

Generalities

DON’T SAYSAY
A tall treeA 40-foot oak tree
PlantMedical-device manufacturing facility
Unfavorable weatherHeavy rain
High performance95% efficiency

Adapted from Chemical Engineer “You and Your Job” (McGraw-Hill, Inc)

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