When do you need to get fancy?

When you’re not clear enough. Fancy words hide the lack of clarity you’d have shared with us were you to have been clear. They’re a lousy substitute designed to throw us off the scent instead of win us over.

When you’re not good enough. When our offer isn’t compelling, we add whiz-bang to try to impress, instead. Features get added and ads become more sensational, instead of sharing a better offer that attracts us with honest-to-goodness value.

You’re welcome to respect your audience with polished prose and refined presentation. Nothing wrong with that.

But we all benefit when you don’t make ‘fancy’ a place to hide.