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Unformatted text preview: edundancies, Revising for Clarity Short and simple, trite phrases, clichés and slang, unburying
verbs, controlling exuberance
verbs, Designing Documents for Readability (not tested but useful) White space, margins and text alignment, typeface, capitalizing,
numbering and bulleting, headings Proofreading Evaluating Communicatio
n that “Sticks”
Chip Heath and Dan Heath What Sticks?
“Sticky = understandable, memorable,
Sticky and effective in changing thought or
behaviour” Urban legends Are ideas born interesting or made interesting? CSPI and movie popcorn Interesting but not sensational, truthful but not
Interesting mind-blowing, and important but not ‘life or
death’ This is a bag of popcorn
This A medium-sized ‘butter’ popcorn at a typical
medium-sized neighbourhood movie theatre contains more arteryneighbourhood
clogging fat than a bacon-and-eggs breakfast, a Big
Mac and fries for lunch, and a steak dinner with...
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This document was uploaded on 03/19/2014 for the course BU 121 at Wilfred Laurier University .
- Spring '08