Spoiler alert: you probably didn’t lose your last bid because of price. It also probably wasn’t because the deal was fixed from the outset. These are the consolations many companies tell themselves when they are unsuccessful in tenders. We get it. You put all your best people on a tender and committed vast amounts of time and resources to it.

If your goal is to get everyone in your organization or group to follow your house style—and to learn the principles behind it—there’s more to it than simply adding terms and adjusting settings in the Style Sheet Editor. The exact words you use to describe the issue make a difference.

We live in a capitalist society. Which means it’s full of businesses that are full of businesspeople who just love using Capital Letters because they seem Important.

Those of us writing business proposals can’t rely on a Hollywood ending. Bid documents require the art of persuasion. That’s more of a challenge for many of us than we would like it to be. So if you’re more concerned about huge grants than Hugh Grant, here are some things to watch out for when writing proposals, bids, and other pieces designed to sell your company to clients.

Here are some ideas for what to do about 42 of the most hated buzzwords.

The importance of good writing in technical grant proposals is significantly underestimated. Have a thought for the grant review committees. Reviewing 40 or 50 grant applications for three or four funding opportunities is depressing enough, but when they are written by scientists, engineers and tech people with few writing skills, it can be agony. Are you surprised that grant proposal reviewers respond better to well-written proposals?

Editing has several “golden rules”—plus quite a lot of silver and bronze ones, too—but high on the list is the classic Golden Rule we were taught as children: Treat others as you would have them treat you. What this means, among other things, is take care not to use language that treats some people as intrinsically inferior. Use sensitive language: as inclusive, conscious, and unbiased as possible.

Writing a proposal is hard. There’s rarely enough time to give it the attention you want. You don’t always know much about the client, so you feel like you’re writing in the dark. The client may have an unrealistic budget, meaning your cost will knock you out of the running, no matter how well you’ve described your solution. What’s more, they may already have an awardee in mind and are only going through an RFP process as a formality.

If you’re bidding for a contract or responding to a request for proposals (RFP), it doesn’t matter whether it’s small or large. From research funding in the thousands to infrastructure in the billions, there’s always a great deal at stake. Whether it’s jobs that depend on a contract or research that can alter lives, the outcomes of proposal documents could not be more significant. That’s why it’s crucial that your words make the best impression.