David Ogilvy cracked this. Write very simply, but chuck in one fancy word in every 200 to remind the reader you're not an idiot. "If you are too diffident to drive a Rolls-Royce...."
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Today 1/3/2020 - [UK times].
1-3. Bob Hill - ‘ILLICIT GROOVES'.
3-5. DJ Dr Bob Jones – ‘THE SURGERY’.
5-7. David Lyn – ‘MUSIC WITHOUT LABELS’.
7-8. Mazzy Snape – ‘THE NIGHT OWL'
8-10. Kurtis Powers - ‘RENDEZVOUS’
10-Midnight. Robert Luis. – ‘UNFOLD’