If we remember concrete words more than jargon and abstractions, we also tend to remember words that convey feeling more ... people remembering your overall message or connecting with what you ...

It can be difficult to find the right words to show you really mean it when you apologise. My recent research suggests that ...

Other tricky, yet common words are ‘assure’, ‘ensure’ and ‘insure’. Too often, especially in speech, you are likely to hear someone say ‘insure you deliver the message without fail”.