I’ve been a writer for more than 30 years, honing my skills to produce lean, mean content that gets results.

Here are the top five lessons I’ve learned along the way.

1. Cut “That” Out

The word “that” bleeds the rest of a sentence of its power. I’m not talking about “that” as a noun, (“What is that?” or “Why didn’t you know that?”) but when it’s used like this…

“We thought that he was leaving.”

“I realized that she was nice.”

“Do you understand that you offended him?”

In this context, the word “that” just sits there like mud, clogging up the pipeline. Instead, say…

“We thought he was leaving.”

“I realized she was nice.”

“Did you understand you offended him?”

Bonus tip for your personal life: whenever you use the word “that” (or “like”) in a sentence about emotions, be aware you’re probably not describing any actual feelings. For example, if you say, “I feel that you never listen to me,” what you actually mean is “I feel ignored.” Or, instead of saying, “I feel like you’re gone too much,” just say “I’m lonely.”

2. “Said” Doesn’t Say Much

Telling us that someone “said” something is as boring as telling us that someone was alive when they said it. We know that already. Unless you are talking about a baby’s first words, use something with more impact. Like…

“She said he should participate…” vs “She demanded he participate…”

“He said our involvement would be counterproductive” vs “He feared our involvement would be counterproductive.”

“They said the poor employee retention was troubling” vs “They decried the poor employee retention.”

3. Shun “tion”

Adding “tion” to a word mutes its power and dulls the point of your message. Although this may make the word feel safer and less incendiary, (which is probably why so many corporations are so fond of it) it also makes things more vague. The Internet moves fast. Speak actively and get to the point. For example…

“Her coordination was necessary.” vs “We needed her to coordinate this.”

“I could do without your distraction.” vs “Do not distract me.”

“What is preventing your participation?” vs “Why won’t you participate?”

4. Wield Sharp Verbs

Verbs are powerful agents of change. They get the work done in a sentence. (Adverbs? Not so much.) For example…

“He said crossly,” should be “he demanded,” or “he thundered.”

“The company moved quickly, should be “the company seized the moment.”

“She said defensively” should be “she argued,” or “she countered.”

Same thing goes for weak adjectives (put them in the same category as “said” and give them the boot.)

Why say someone was a “smart, deep thinking person,” when you can just say “wise” or “visionary?”

Why say your company is an “impressive enterprise,” when you can just say “powerhouse,” or “leader?”

Why say someone is “mean and controlling” when you can just say “tyrant” or“bully?”

5. Be Wary of “Very”

The movie Dead Poets Society said it better than I ever could…

Avoid using the word ‘very’ because it’s lazy. A man is not very tired, he is exhausted. Don’t use very sad, use morose. Language was invented for one reason, boys–to woo women-and, in that endeavor, laziness will not do.

Your goal may not be to woo women, but if you’re reading this, you’re looking to woo someone and “very” won’t help you do it.

Photo by hannah grace on Unsplash