When a client flags specific language, words, or phrases, it can feel embarrassing {especially when you’re in the business of brand voice!}. Choosing the wrong word can create a sort of spiral effect—now, everything feels off, and it ends up taking the editing process into a largely unproductive direction. Now, you’re parsing out particulars, when really what you need to focus on is the overall message.This can be remedied by adding “avoider words and phrases.” In this episode, Marie and Maggie explain how to identify and manage these "avoiders."