There are three reasons why people communicate:

1. To inform: “To make an apple pie, you’ll need 3 pounds of apples.”
2. To entertain: “I’m Rachael Ray, and today I’m going to show you 3 ways to prepare your apples for your next apple pie.”
3. To persuade: “Honeycrisp apples work best in an apple pie because they are extra crisp and hold firm after baking.”

But no matter the goal, the words you choose influence how your message is received and whether your audience will take your desired action (be informed, entertained, or persuaded)..

Swapping just one word or phrase can drastically change your message’s impact.

Don’t believe us? Check out these re-imagined famous quotes. Would these be as memorable? As motivating? As transcendent?

Here are five tips to choose the perfect words that will communicate your message, keep your audience engaged, and lead to your desired action.

1. Delete “very.”

“Very” is one of the weakest words in business communication. It adds little emphasis and often clutters your sentence. Instead of saying:

• “You will not turn around the project very quickly,”
  say: “You will complete it rapidly.”

• “The team is very tired.”
  say: “The team is exhausted.”

It’s almost always better to replace “very + adjective” with a stronger, more precise word.

2. Keep it simple.

Simple words lead to clear communication. Avoid jargon, bloated phrases, and corporate buzzwords. Your message should be easy to understand on the first read. For example:

• Replace “utilize” with “use”

• Replace “commence” with “begin”

• Replace “to” with “to”

Your audience shouldn’t have to work hard to understand you.

3. Choose words that inspire.

The right words don’t just inform—they motivate. Great communicators know how to stir action and emotion with powerful language:

• John F. Kennedy: “Ask not what your country can do for you. Ask what you can do for your country.”

• Martin Luther King Jr.: “I have a dream…”

• Eleanor Roosevelt: “No one can make you feel inferior without your consent.”

In your writing, choose words that encourage your audience to think, feel, and act.

4. Don’t make assumptions.

Every industry has acronyms, buzzwords, and insider language. But assuming your reader knows them can alienate or confuse even your experienced team members. If you must use acronyms or technical terms, define them the first time they appear.

For example:

• “Our USP (unique selling proposition) must be clear to buyers.”

Writing with empathy means making your message accessible to everyone who reads it.

5. Grab your thesaurus.

A thesaurus is a great tool for finding stronger or more specific words, but don’t go overboard. Choose the right word, not just a fancier one.

Instead of saying:

• “He was very sad,”
  say: “He was heartbroken.”

But remember: clarity trumps complexity. Write at a middle-school reading level when possible. Big words and complex sentences may sound impressive, but they often obscure your message. The smartest writing is usually the clearest.

Choose the Right Words with Confidence

Wouldn’t it be great if words just worked the way you wanted them to?

If your team struggles to find the right language for presentations or documents, it’s time to build their confidence and clarity. Our technical, business, and scientific writing workshops are designed to help professionals communicate more effectively and efficiently—no guesswork required.