Keep it simple: Word choice

Yesterday I said you should avoid using big words if small, simpler words will do the job. Here are some examples:

Don’t use:	When you mean:
at the present time ascertain in order that, in order to eventuate majority in reference to utilize initiate inform gainfully employed facilitate equivalent to due to the fact that endeavor in conjunction with remittance	now find out, learn to happen, occur, take place most about use start, begin tell, let someone know working help the same as because try with payment

This doesn’t mean that you should always choose a small word instead of a bigger word. Sometimes the big word is exactly the one you want, either because it’s the most precise, or it’s more poetic, or both. For example, when talking about the results of a vote, saying "The majority of the legislators approved the measure" is apt, but saying "I spend the majority of my time playing Sudoku" is needless embellishment, like gilt edging on a phonebook. Describing Todd Skinner’s climb of Ulamertorsuaq in Greenland as "a bold endeavor" is fitting, but telling a customer "I will endeavor to fulfill your order tomorrow" is overblown.

You will almost never go wrong if you choose the smallest word you can.