- Don't say user: "Users can now log in via our web interface"
- Say instead: customer or you. "You can now log in via our web interface"
- Don't say best, most, or other false-ly colorful exaggerations: "This is the Best interface ever."
- Say instead: we think you will like. "We think you will like our interface upgrades."
- Don't use acronyms: "Anyone who wants higher marketing ROI should click here"
- Instead, use simple terms: "Anyone who wants to get higher profits for their investments in marketing should click here."
Remember, short is sweet, but complex, obtuse, or marketing-speak is sour.