Why simple writing makes you
anything but simple minded
Do your customers see you as smart or confused?
Your business uses words, one way or another. You probably have a website, brochures and business cards. Maybe a newsletter and some press releases.
Did you know the size of words you use can actually affect how smart your customers think you are?
People use big words because they think it makes them look smart. As it turns out, the opposite is true. Daniel Oppenheimer, a Princeton University psychology professor, wrote a paper on five studies that tested how readers perceive a writer’s intelligence. The studies showed that, when you write something in simple words and short sentences, the people who read it think you’re smarter than if you’ve written big words and long, involved sentences.
Imagine that.
As a language, English is salty and sublime, inventive and infuriating. It steals from everybody else and then looks at you, eyes wide and innocent, and says, What? What?
As a language, English is salty and sublime, inventive and infuriating. It steals from everybody else and then looks at you, eyes wide and innocent, and says, What? What?
Who can resist a rogue like that?
Stealing has made English rich. You can call a spade a spade — or an excavation implement. Context is all.
If music be the food of love, play on, says Shakespeare.
We are a provider of next-generation human capital development solutions, says a training company that should know better. What they mean is, they sell training software for your office staff and salespeople. At least, I think that’s what they mean.
That’s the trouble with jargon: just when you think you see what it means, it blows smoke in your face. Did the company you bought shares in last year lose millions this year? If they did, they likely won’t tell you that. They’ll say, We experienced a period of negative growth.
Jargon is the enemy of clear thought. It’s fuzzy, devious, and inflated. The next time you’re tempted to call your product next generation or cutting edge, give yourself a slap. If it’s new and does some cool new stuff, just talk about the cool new stuff it does.
Looking smart is easier than you think
In the weeks ahead, this blog will give you tips on clear business writing, links to helpful free resources, and a few quirky bits about language. Its aim is to get you thinking about what kind of writing your business puts out there for everyone to see. And about what kind of writing will make you look smarter in your customers’ eyes.
Looking smart is easier than you think
In the weeks ahead, this blog will give you tips on clear business writing, links to helpful free resources, and a few quirky bits about language. Its aim is to get you thinking about what kind of writing your business puts out there for everyone to see. And about what kind of writing will make you look smarter in your customers’ eyes.
Here’s today’s tip. Use short words. Looking smart is easier than you think.
