Today’s Words That Work: Eschew

To eschew (es-CHOO) — from the French — is to abstain or keep away from; to shun or avoid.

Example (as used by Clayton Makepeace today): “By eschewing the use of hype in his sales copy, is he telling me that he is opposed to saying, for example, ‘I could eat a horse’ unless he had substantiation proving beyond a doubt that he does, in fact, have the digestive capacity to process 1,200 pounds of horseflesh at one sitting?”