Have you ever visited a website and been dazzled by a string of emotive words, promising an array of positive outcomes, but after visiting three pages, you can't tell what the business does?
Don't create a word cocktail. Like the alcoholic variety, what I call a 'word cocktail' contains many sophisticated, sumptuous-sounding ingredients, but gives no indication as to what you're going to be served.
When you pack a load of abstract terminology into a sentence, you ask your reader to use more brain power and time to compute it.
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