Words that work according to Luntz

Ten rules of Effective language:

1. Simplicity: use small words
2. Brevity: use short sentences
3. Credibility is as important as philosophy
4. Consistency matters
5. Novelty: offer something new
6. Sound and texture matter
7. Speak aspirationally
8. Visualize
9. Ask a questions
10. Provide context and explain relevance

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