Guide 50 / 200 6 swaps Formal register
Professional words for “keep”
Six verbs that tell the reader what kind of keeping.
i · When it mattersTwo lines, no filler
"Keep" is casual and flat. "Retain," "maintain," "preserve," "uphold" each say something about purpose — retention, upkeep, conservation, duty.
ii · The swaps6 ways
- 01Retain formal
hold on to across change
Retained 94% of customers after the price lift.
- 02Maintain formal
keep in working order
Maintained the internal toolchain for three years.
- 03Preserve formal
keep safe from loss
Preserved the original data for audit.
- 04Uphold formal
keep a standard or principle
Uphold the escalation policy.
- 05Sustain formal
keep going over time
Sustained double-digit growth for four quarters.
- 06Hold neutral
keep in possession or position
Holds a seat on the compliance board.