The phrase “dont use big words” means that you should speak and write in plain language – avoid using words that are too complicated. For example, instead of saying “utilize,” you could say “use.” Instead of saying “proliferate,” you could say “grow.” Using simple language can help you communicate your message more effectively. People are more likely to understand what you mean if you use easy-to-understand words. In fact, research shows that people are more likely to take action when they understand the message. An analogy that can help you understand this concept is a recipe. A complicated recipe with lots of hard-to-understand ingredients and instructions is not as likely to be successful as a simpler recipe with fewer ingredients and easier instructions. A fun fact about using plain language is that even some of the world’s greatest writers, like Ernest Hemingway and William Faulkner, were known for their simple, plain language.