never write 'metropolis' when I can get the same price for 'city.' " Good writers and orators have known for centuries the value of using the simple word. In Lincoln's Gettysburg address, of the total 268 words, 190 have only one syllable.
Tip 105: Substitute new words permanently for those you can't pronounce.
When I was taping an audio series for Nightingale-Conant, I discoveredafter about 10 tries with the producer over my shoulderthat I can't pronounce the word error. So I've learned to live happily ever after; I say mistake.
An acquaintance of mine misspeaks relevant; instead she says "revelant" and seems unaware of the mispronunciation. Ask a trusted friend to point out such mispronunciations in your own conversations so you can make a permanent correction or substitution.
Tip 106: Select powerful verbs.
Verbs carry the weight of your thought. Don't bury them or string them out.
Lackluster: I don't know if the test results are conclusive.
Powerful: I doubt the validity of the test.
Lackluster: This is an exciting product line for our customers.
Powerful: These products will excite our customers.
Lackluster: We should offer a higher level of service even if we have to charge customers more for that service.
Powerful: I recommend better service at a higher cost.
Tip 107: Cut adjective and adverb clutter.
"Haste makes waste." These are words of fact, or at least they sound like fact. Nouns and verbs bear the weight of your message. "Too much speed in carrying out tasks results in extra time being spent to redo things that were done inefficiently to begin with." These are words of opinion, adjectives and adverbs. "You should carefully consider a variety of alternatives" sounds stronger this way: "Consider your alternatives.''
Unless you intend to hedge, develop the habit of speaking with nouns and verbs, omitting descriptive words when possible. They weaken your wordsjust like pouring water into tea.
