Lizard words appear from the cracks between sentences like weeds; destroying all hope of growing a productive phrase or inspiring meaningful exchange. Lizard words are unnecessary words that cannot be trusted. They are reptilian markers that point a webbed claw at a paragraph and scream all of this is nonsense.

People don’t trust lizard words, so don’t exaggerate when a statement of fact contains already impressive information. There is no need. Show the reader what you want them to see and allow them to think for themselves; don’t tell them how to think with lizard words and phrases like absolutely essential, new innovation and best in the world.

If the product is essential, it’s already absolute. If the product is innovative, it’s already new. And if the product truly is the best, the world will know about it.

Write bold. Write vivid. Write interesting.

And then make sure in the edit you remember to remove all signs of the lizard; like dead bugs, tiny poos and massive lies.

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