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Words that do not create images should be discarded. Words that have no intrinsic emotional or visual content ought to be avoided. Words that are directed to the sterile intellectual head-place should be abandoned. Use simple words, words that create pictures and action and that generate feeling.

Avoid dull facts; create memorable images; translate every issue into people’s lives; use simple, everyday language; never use big words when small words will do. Simplify the concept that “we are trying to construct a more inclusive society” into “we are going to make a country in which no one is left out.

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The more important the emotion is, the fewer words required to express it:
Will you go out with me?
I think I like you.
I care for you.
I love you.
Marry me.
Goodbye.

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