Use simple, clear language

I’m sitting here looking at some client copy. It grates. It grates a lot. The reason? It uses a kind of overblown, wordy marketing speak which gets in the way. It’s using language like this: …using the built-in chocolate-making capabilities included with every mega purple widgit Do you really need the word ‘capabilities’? Try reading it without: …using the built-in chocolate-making included with every mega purple widgit I think it’s better without. It also punctures the corporate grandiosity that lurks heavily in the background of such a writing style. If you’re bothered by seeing ‘chocolate-making’ as a verb, how about...