B – Amaya Grijalvo

Joseph Ecclesine – Big words are for the birds

Por Juan Manuel Grijalvo|2019-11-22T14:54:05+01:00mayo 19th, 2015|

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When you come right down to it, there is no law that says you have to use big words in ads.

There are lots of small words, and good ones, that can be made to say all the things you want to say — quite as well as the big ones.

It may take more time to find the small words — but it can be well worth it. For most small words are quick to grasp. And best of all, most of us know what they mean.

Some small words — a lot of them, in fact — can say a thing just the way it should be said. They can be crisp, brief, to the point. Or they can be soft, round, smooth — rich with just the right feel, the right taste.

Use them with care and what you say can be slow, or fast, to read — as you wish. […]