When establishing your brand voice, it’s tempting to reach for a thesaurus and wow potential customers by tossing some Latin roots at them.

But remember: you’re asking people to spend their precious time with your ad. Don’t muck it up with flowery words and pretentious airs.

Write like a person. Specifically, that interesting acquaintance whom you’re always glad to run into because they have sharp insights about “The Rehearsal.”

Need an example? We’d point you to our work for vitaminwater or GE Lighting.

By the way: If you’re the rare company who would benefit from a smidge of snootiness—say, a luxury yacht company—let’s talk. We can still help with that. (Plus, we have some questions about laundering linen napkins.)