26 words you can almost always simplify

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Avoid using “fancy” words in your copywriting.

Fancy words are usually big. And a big word will never impress The Reader as much as a big idea, clearly expressed.

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Good copy, first and foremost, is understood.

For example, below are 26 words you can almost always simplify: 

• accelerate > speed up

• beneficial > useful

• comprises > includes

• demonstrate > prove

• enable > allow

• facilitate > help

• generate > make

• hereby > now

• illustrate > explain

• jeopardize > risk

• locate > find

• moreover > and

• nevertheless > but

• objective > goal

• provide > give

• request > ask

• select > choose

• transfer > move

• utilize > use

• variation > change

• whereas > but

• youthful > young

• zone > area

Because if you can write it simpler, you should.

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