Make Your Copy Active and Contemporary, Herschell Gordon Lewis Advises

First, he reeled off several passive words he urged copywriters to replace with more active, and sometimes more contemporary, words:

* commence (replace with begin or start);

* utilize (use);

* receive (get);

* large (big);

* circular (round);

* donate (give);

* fortunate (lucky);

* however (but); and

* humorous (funny).