There’s no point trying to be clever
People don’t read websites. They skim them. So using unnecessarily long words is a mistake. Always use clear, basic language and your visitors will get the message straight away. Here are some common examples:
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replace anticipate with expect
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forget complimentary, try free
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don’t say transportation, it’s a car
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remember that people don’t purchase things, they buy them
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replace occupation with job
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why use despondent at the expense of sad?
