Simms manufactures top-notch fly fishing gear, but their copywriter (Simms, you did hire a pro, right?) stumbled badly in a recent ad for wading boots.

I blink repeatedly when confronted by a paralyzing word like “proprioception” in ad copy, especially when a quick check confirms the word’s being misused.

"Proprioception?" Really?

“Proprioception?” Really?

(Uhh, the boot is powered by something Wikipedia says is “the sense of the relative position of neighbouring parts of the body and strength of effort being employed in movement“?)

Amusingly, the subhead under the offending copy block asks the question “Need Professional Help?”

Well, somebody does.

Keep writing (using words that don’t stop your readers cold), Tom Chandler.