Using language (0) EFFECTIVELY (EFFECT) involves more than simply stringing together a series of words. The power of words lies in knowing how to use them to create 1SUBTLE of meaning and communicate a clear point of view. This means thinking about the 2SUITABLE of the words themselves and the linguistic context in which they are used. What's called communicative 3COMPETENT is the knack of saying what you mean succinctly, yet clearly enough to avoid your being 4UNDERSTAND.
What's more, word power is also a skill that can be used to your advantage. For example, if you want to make your target audience sit up and think, one way of 5SURE this is to force them to view reality from a slightly different, and possibly 6HUMOUR perspective. This can be done through the use of words that are relatively 7EXPECT, and so make an impression.
The 8INCLUDE of more sophisticated vocabulary in your lexicon also provides the potential for creative language use that is playful rather than simply rule-bound.