When you’re writing in a technical, persuasive, literary, or otherwise serious mode, you may be tempted to keep things “down to earth” by avoiding leaps of imagination. It seems common sense that introducing absurd elements, bold metaphors, and fanciful, flowery, or frivolous descriptions will bump the reader out of the mindset you’re trying to cultivate. But the opposite is true – the reader’s imagination is often your most powerful tool.
There is a certain hard-nosed style that’s appreciated in American business communication, including marketing and documentation. Time is money, and taking the reader’s time away from brass tacks is effectively theft. You’re here to increase profit, not to have an aesthetic experience.