Ideas and content Word Choice memorable phrases, appropriate to audience, specific nouns and verbs, strong verbs Word choice is the use of rich, colorful, precise language that moves and enlightens the reader. It is the love of language, a passion for words, combined with a skill in choosing words that creates just the right mood, impression, or image in the heart and mind of the reader. It is easy to figure out the writer's meaning on a general level.
Words convey the intended message in a precise, interesting, and natural way.
The words are powerful and engaging. Familiar words and phrases communicate, but rarely capture the reader's imagination. Still the paper may have one or two fine moments. The words and phrases create pictures and linger in your mind. Words are used incorrectly, making the message secondary to the misfires with the words.