“The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” – Mark Twain

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Communication is key. You’ve heard that countless times.  As human beings, we are compelled to communicate. It’s our urge to understand and be understood.

We do so through words, actions, photographs, facial expressions, gestures, even silence.

Communication is how we understand the world around us. Thanks to technology, we can now communicate instantaneously with anyone anywhere in real time. Don’t speak their language? No problem. There’s an app for that.

Whether for personal expression or a marketing campaign, finding the right words makes the difference between communication and effective communication.

For those of us who make our living by choosing and assembling words, there is no greater truth than the above quote by Mark Twain. Right words go beyond communicating a particular thought or idea; they can elevate, elicit change, generate action, create understanding, and stir emotion.

Words are a powerful communication tool when handled with expertise and care.

When writing anything – a greeting card message, a Facebook or blog post, a news story or marketing copy – I consider every word that seems to fit, and then I consider my options. For me, finding the right words is an adventure. For me, it’s the difference between capturing lightning bugs in a bottle and capturing lightning in a bottle, and understanding how the power to illuminate depends on your power source.

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