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Principle OneKeep Sentences Short
Principle TwoPrefer the Simple to the Complex
Principle FourAvoid Unnecessary Words
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20 words able abstrac active verbs Alvin Smith asked Atlantic Monthly audience average sentence length big words Borborygmus business writing Canidae cent clear writing communication complex concrete copy count dictionary easy reading editor editorial writer employees English Ernie Pyle example executive experience factors facts familiar words Fog Index foggy Gettysburg Address give grammar hand idea important industry jargon keep language lawyer less letter long sentences long words magazines meaning ment newspaper number of words organization paper pension person picturable piece POLYSYLLABLES principles prose pulp magazines reader Reader's Digest reading difficulty reading level revision Robert Gunning sample Saturday Evening Post Simple sentence speech story strong verbs style syllables talk technical technical writing tell tences tests thought tion trying understand variety vocabulary Wall Street Journal writ written word wrote yardstick