Throw out the writing rule book – keep it simple, keep it specific and keep it stirring.
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Research by scientists today shows there is. Thanks to the work of psychologists and neuroscientists using MRIs, EEGs, PETs and other tools, we can observe in never-before-seen detail what entices readers to read and listeners to listen. We now know how readers respond to simple words (versus complex), to specific language (versus abstract), to aesthetic features (versus literal ones), to metaphor (versus plain language), and more.
https://hbr.org/2020/11/write-to-reward-your-reader?deliveryName=DM106943
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