The answer is choice
Mostly I look for simpler words.
Words that say exactly what my clients mean.
Words that say exactly what my clients’ customers want to hear.
Copy often comes to me overloaded; stuffed like the Christmas turkey, stuffed and overloaded with adjectives, adverbs and qualifying phrases. Words our customers and clients don’t have time to read. Words that obscure the message we are working so hard to get across.
Why say ‘an extremely wide range of unrivaled options’ when you could say ‘choice’.
Keep life simple. Keep words simple.
A good message can breathe on its own.