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A Little Advice

Reprinted from News-To-Use, Vol.5, No.2.
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Whether you're writing an ad, a business letter or a memo to your sales force, avoid abstract words like "quality" and "versatility." Instead, provide concrete examples of the materials and workmanship that make it a quality piece, or provide evidence and specific examples of its versatility. Tangible words and concepts not only communicate better, they are a better aid to memory.

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