I notice that you use plain, simple language, short words and brief sentences. That is the way to write English. Stick to it; don't let fluff and flowers and verbosity creep in.
— Mark Twain
Verbose writing is frilly, flowery, frivolous and fluff-brained. A thing, at all costs, to avoid.
But some fluff is tasty.
Take, for example, the kind used to make a Fluffernutter.
The Fluffernutter was invented in by one Emma Curtis, who with her brother began making and marketing Snowflake Marshmallow Crème in 1913 in their home-state of Massachusetts.
The great-great-great-granddaughter of Paul Revere, Emma knew to keep watch on her competitors, of which there were scores.
One, published in the middle of World War I, contained Emma's short recipe for the Liberty, a marshmallow crème and peanut butter sandwich.
The Liberty became her all-time hit.
But, sadly, Emma was not to reap all its rewards.
A local competitor, Durkee-Mower, trumped Emma, not by running ads, but by sponsoring an entire radio show.
Named The Flufferettes, it aired in the half-hour spot before The Jack Benny Show and featured comedy, music, and recipes—including the recipe for the Liberty.
In 1960, Durkee-Mower's ad agency renamed Emma's sandwich The Fluffernutter, and rest, as we say, is history.
