Take, for instance, the popular expression in terms of. When used to signal specificity or provide clarification, in terms of can be appropriate. However, when used in place of prepositions such as about, on, or of, in terms of is nothing more than wordiness that diminishes the quality of one’s writing.
Consider the example in the cropped graphic above. Most writers can detect the effect of the wordiness in in terms of simply by reading the example sentence out loud. In this instance, the writer uses in terms of as a substitute for a preposition. Exchanging three words for one without sacrificing meaning makes space for more power in the writing, thus increasing its effectiveness. Here are some replacements for the example sentence.
The introduction to the laboratory report briefly discourses on terms of thermal fatigue in evaporator piping.
The introduction to the laboratory report briefly discourses upon thermal fatigue in evaporator piping.
However, sometimes in terms of may be appropriate. Consider this example:
Of corrosion resistance, Hastalloy X outshines all other materials currently under consideration.
On corrosion resistance, Hastalloy X outshines all other materials currently under consideration.
So in terms of in terms of, be judicious. If it actually specifies or clarifies as part of your message, in terms of can be appropriate. Otherwise, in terms of is just wordiness that diminishes the effectiveness of your writing. And less effective writing makes a less impressive association with you and your brands in the minds of your audience.