COPY POINT: On The Loose

The first step to breaking free from journalese is to stop using words and phrases that come to you automatically; force yourself to replace them with language you would use in a one-on-one conversation.

Exhibit A – “On The Loose”.

It has it’s place – “There is a snake on the loose in my apartment. There is a moose on the loose in the city.”

I get it. But do we want to have criminals “freed from their confinement and roaming aimlessly.”

Why do I suspect the criminal is hiding, running, plotting more crimes – it would indeed be a rare criminal just roaming around aimlessly.

Let’s add “On The Loose” to the words best saved for escaped animals and look for words that do a better job of explaining the comings and goings of our criminals.

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