Shazam! You're a marketing writer! (take II)

[Geoff Hart <ghart -at- videotron -dot- ca>]

Jessica Weissman noted: <<There are three keys to good marketing  
writing: 1)  don't use "seamless" or "seamlessly" unless you're  
talking about gluing two pieces of fabric together. 2)  don't use  
"leverage" unless you are talking about physics or financial stuff.  
3)  don't use paradigm unless you're talking about Greek, Latin, or  
another language with similar grammatical structures.>>

Like the advice to avoid "very", the basic advice is good: these terms  
are horribly overused. But don't treat the advice to avoid them as a  
law of nature. Each term is appropriate in certain cases, and each one  
is useful: seamless means "with minimal hassle", leverage means taking  
a small amount of effort or other input and magnifying it, and  
paradigm is a way of seeing the world. Each can be used appropriately  
for those contexts.

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Geoff Hart (www.geoff-hart.com)
ghart -at- videotron -dot- ca / geoffhart -at- mac -dot- com
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Effective Onscreen Editing:
http://www.geoff-hart.com/books/eoe/onscreen-book.htm
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