Avoid the aOlernKienOP air jordan spizike white cement Increase Your Casual Wear Flair wimpy verbs is and be.

These “do little” verbs only occupy space and state that something exists. So don’t aOlernKienOP air jordan viii retro playoffs 8s 2013 How to Size a Bicycle Helmet write “There aOlernKienOP air jordan 10 x retro white varsity red Instant Coffee Is Made For The Summ is one simple omission that can transform a sentence from boring to brilliant.” Do write “One simple omission can transform a sentence from aOlernKienOP air jordan 6 vi retro cdp countdown package 6 17 Sold Price for Mole Creek boring to brilliant.” Similarly, avoid “We will be running the new program from our Dallas office.” Instead, opt for “We will run the new program from our Dallas office.”

Neighboring clause, that is. Make sure your modifiers apply directly to the air jordan xi gamma blue black gamma blue varsity maize pertinent clause in question. Do this and you’ll avoid such gaffes as “I collided with a stationary truck coming the other way. (The truck wasn’t coming the other way, it was stationary.) Better to tell the judge “I was coming the other way and collided with a stationary truck.” (You’ll still pay the penalty for running aOlernKienOP air jordan fusion 4 Wireless Mechanical Shutter Release into a truck, but at least you’ll come across as sober.)

Use single verbs to avoid doublespeak.

Single verbs can often do the work of two similar verbs. Instead of “The computer was operating and running smoothly,” go for “The computer was running smoothly.” Or, instead aOlernKienOP air jordan 9 fontay montana Think you have free speech at work of “He was empty and ran out of gas,” air jordan xx3 white varsity red go for the more direct “He air jordan 4 thunder black tour yellow ran out of gas.”

A string of sentences all the same length can be boring. Start with a short sentence or at least a medium length aOlernKienOP air jordan 13 navy flint grey Information on AIR Jordan XX3 one, then go long, short, medium or any combination thereof. Imagine a person talking in sentences that are all the same length. Robotic.

Are your sentences like the Energizer Bunny?

They go on and on. Just because you’re conveying legal or complex technical information, doesn’t mean you have to use serpentine sentences that never seem to end. Instead of saying “Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the form aOlernKienOP air jordan 6 rings white black concord How to Treat Sweaty Palms and Feet N of electromagnetic waves.” Break up and re phrase to “Laser beams have many properties that distinguish them from ordinary Nike LeBron 12 light. They are produced when atoms emit energy in the form of electromagnetic waves.”

Why use a 4 to 5 word phrase when a 1 to 2 word version will do nicely with no loss air jordan 19 white varsity red in meaning? Statements like “in view of the fact that” can be easily reduced to “since” or “because.” Word economy is particularly important, especially when you’re paying for premium ad space in a major publication.

Redundancy is good for space travel, but not for clear writing. Phrases like “anticipate in advance,” “totally finished,” or “vital essentials” will drive your readers crazy and communicate very little. The same air jordan 13 premium 3m reflective goes for stringing two or more synonyms together like “thoughts and ideas” air jordan 6 retro infrared white infrared black 2014 or “actions and behavior.” It makes aOlernKienOP air jordan 8 viii retro wmns white varsity red New Innovations In Mountain readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym.

Alex Kecskes is a former ad air jordan iii retro white cement 3s 2013 agency Copy Chief who has created effective copy and concepts for a wide range of air jordan 6 rings laser white black ad agencies and Fortune 500 companies. As owner of ak creativeworks, Alex provides strategic copy for brochures, mailers, multimedia, radio, newsletters, PR and web aOlernKienOP air jordan 9 fontay montana Trucker released after fatal hit content. He has published articles in a variety of publications about health issues affecting both air jordan 18 white sport royal men and women, as well as topics in business and technology. His creative work has been acknowledged nationally in Andy, Belding and One Show competitions.