"... the image of feeling created by artists, in every kind of art -- plastic, musical, poetic, balletic -- serves to hold the reality itself for our labile and volatile memory, as a touchstone to test the scope of our intellectual constructions."

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Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can't give the data directly and briefly, you must consider writing the copy again.

— Jay Abraham