1. Simple language
While the world is full of unnecessarily complicated, sometimes pretentious words, I insist on using simple language. Simple doesn't mean stupid (and arrogant won't make people sound more brilliant). We are most touched by the simple choice of words, witty sentences, and meaningful passages.
It is not easy to be different, yet it is necessary to be true to ourselves.
The piece on the right is a curator's note I wrote. Is it less pretentious than the ones you saw?
Press release for a ceramic exhibition @Touch Ceramics
2. Storyselling
I use a storyselling approach to share your brand/products. This is a recent example of when I wrote and helped promote my favourite indie jewellery brand. 196 organic likes and all jewellery featured in this post sold out in a week. Yes, stories are more powerful than you thought.
3. Secret ingredient - the cultural elements
Readers don't like pretentious words, but they do enjoy reading more about culture. As a keen reader (super fan of Murakami), film blogger, ceramic collector and art student (not a super fan of THAT Murakami), I incorporate these cultural elements into my commercial and non-commercial writings. It is not the stuffy, heavy kind of cultural factors, but the kind of content that makes readers feel like they have had a great trip to Tokyo or appreciated a calm and timeless piece of art.
After all, who doesn't want to be entertained in a fine and enjoyable way?