"There is existing in man, a mass of sense lying in a dormant state. The construction of government ought to be such as to bring forward, by a quiet and regular operation, all that extent of capacity."

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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