An often misconstrued assumption is that using big words can make one seem intellectually sound.  While this often can be the case, of at least creating the mask of intellectual superiority, it is most often not the smartest way to write or speak.  Some of the biggest authors in our time would vouch that it does not matter the depth of your message if no one can read it.

The key to writing any particular piece applies the same principles as design, one must know his audience.  Studying your audience to be as relevant to their point of view as possible is just as, if not more important, than the writing itself.  For example, using words thick with the connotation of a hopefully impressionable term paper may not speak to an audience of young adults looking for a back adjustment.  And vice versa, as throwing around street slang and teen jargon may not be the easiest way to impress a panel of executives.  By expressing your writing in a powerful, impactful way, your writing can go from being a piece of body copy to an effective message specifically aimed for your client.