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Your three other tests, ARSE mail, the ACHE and the flying ARSE, all involve the effect one person has on another. Or for that matter, it involves another person. People primary think about themselves. We want to know who we are, how others see us and what we can do about it.

Dan Erwin

Aside from the substance of your survey, language matters a lot. Simplicity--four letters. Business language is characterized by brevity--we know that from research.

ARSE is very recognizable as an expletive. I have a blog in which I use the term "hellhole" and it continues to get hits. Nothing of earthshaking significance in my blog that I can see. But I have wondered for years about the strange power of expletives to attract attention. I should know, I'm a rhetorician, but I don't know.

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