Turns of phrase for trains of thought. While keeping everything on track.

Lorem ipsum is nonsense. Right where we need good sense.

Block of copy. Back of pack. Fill in the blank. At some point our better natures and best intentions require writing that’s worth reading. And remembering. And returning to.

If contingent, then convincing.

As useful as a metaphor.

Click quick.

And, yes, sometimes affirming.

Clear and concise. Compelling. At times, alliterative.

Small details and big ideas. Tension in contrast.

Interesting when informative. Informative when interesting.

Because language is ours to command.

Meaning: the reader sticks around, follows along, and reaches the right conclusion.