Write to Express, Not Impress
By Dan Safford

We are often more concerned with how something sounds than with what it means.  When faced with the choice of using an exotic word or a more familiar one to say the same thing, which do you select?  Do you sometimes go for the exotic one because it makes our writing seem more sophisticated, or dignified?  Many of us do.  The problem is that the reader will translate that exotic word back into a more manageable, familiar one.  Why not go with the familiar one to begin with?

BeforThis approach reduces the occasion for increased turbidity and its consequent negative effects.

After

This approach reduces turbidity and its negative effects.

Before

At the commencement of the task, we will convene a meeting of all affected stakeholders.

After

The first thing we will do in this task is host a stakeholder meeting.

Before

We have endeavored to make this proposal completely and totally compliant with the RFP's requirements.

After

We have met all the requirements of the RFP. (Or better yet, just cut the sentence; the evaluator assumes you'll be compliant.)

You are not out to write stimulating prose; you are trying to convince the client you can meet his needs. Start with meeting his reading needs.  Make your ideas impressive by communicating them as simply as possible.