Describe how to balance abstract and concrete words in a business message.

 An abstract word expresses a concept, quality, or characteristic. Abstractions are usually broad, encompassing a category of ideas, and they are often intellectual, academic, or philosophical. Love, honor, progress, tradition, and beauty are abstractions, as are such important business concepts as productivity, profits, quality, and motivation. In contrast, a concrete word stands for something you can touch, see, or visualize. Most concrete terms are anchored in the tangible, material world. Abstractions tend to cause more trouble for writers and readers than concrete words. Abstractions tend to be "fuzzy" and can be interpreted differently, depending on the audience and the circumstances. The best way to minimize such problems is to blend abstract terms with concrete ones, the general with the specific. State the concept, and then pin it down with details expressed in more concrete terms. Save the abstractions for ideas that cannot be expressed any other way. In addition, abstract words such as "small," "numerous," "sizable," "near," "soon," "good," and "fine" are imprecise, so try to replace them with terms that are more accurate. Instead of referring to a sizable loss, give an exact number. Some words have much stronger connotations than others and should be used with care. For example, the connotations of the word "fail" are negative and can have a dramatic emotional impact.

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