Unorthodox language

The purpose of editing is to reduce things down to their essentials.

We want to cut down and ruthlessly prune.

We want every word and every sentence to pull the reader inexorably towards the next.

One simple way to make that happen is to use unorthodox language.

In today's information glut, words and phrases like revolutionary, world-class, and others have become meaningless.

When readers see overused language, it triggers their reflex to skim.

When they encounter an unusual word instead, it gives them a small jolt of delight.

Sprinkle them throughout your writing.