Small print: in some rare cases, I might write for high brow audiences, and I might want to artificially overly complicate the lexicon so as to make the audience feel how sophisticated they are for being able to decode my text. But that rarely happens in copywriting today, because people are overwhelmed with choices and just don’t have the attention span.In the digital age, I have to grab the audience’s attention, prophet-style: be bold, be short and evoke emotion. I don’t want my audience to “consider the product”. I want them to have a revelation about it. Because revelations are persuasive. Ask Moses.