Want to sound intelligent? Write plainly and simply

Your reader doesn’t have time for gobbledygook

“Complexity is your enemy. Any fool can make something complicated. It is hard to keep things simple.” — Richard Branson

Do you want to impress your readers? Do you write with words that make you sound smart? Do you write much differently from the way you speak?

It’s understandable really.

We want to come across as credible. We want our readers to know we know our stuff. We want our prospects and our customers to act from reading our website. Our email campaign. Our landing page. Our ad.

There’s nothing wrong with that.

The problem is, we’re forgetting one important thing: Our readers are busy.

“I don’t have time for gobbledygook. I like getting the information fast.”

That’s the comment from a participant in a writing for web study.

When readers read more of your content, you have the opportunity to build stronger relationships. Be found on search engines. Convert. Sell. Inform. Educate. Boost credibility.

Yet many writers continue to utilize unnecessarily sophisticated vernacular (translation: use complex words that aren’t needed).

Let’s explore a few myths that explain why writers cling to their complex writing.

Myth 1: My target readers are college-educated professionals

So… you feel like you need to write with complex language. They’re used to that type of language after all, right?

You wouldn’t want to insult their intelligence. You wouldn’t want to disrespect their higher education. Or their profession.

Then why do experts prefer plain language?

Because it’s not about education. Or profession.

You see, readers don’t read much. They get mountains of content every day. You have a sliver of opportunity to make sense to them. They skim. So expect this: only 20% of your words will be read.

That’s right. They’ll read a measly 200 words from your 1,000-word post — if they stick around long enough.

So be kind to your readers. Write simply. They’ll be grateful (and may even get through 20% of your content).

They’ll also be more likely to subscribe. Buy. Call. Tweet… whatever it is you’d like them to do.

Myth 2: I’ll come across smarter and cultured

Have you heard of The Big Bang Theory?

The character Sheldon is a theoretical physicist. A genius. Everyone else is dumber in his eyes. And he doesn’t waste any words to make sure they know it.

“That’s no reason to cry. One cries because one is sad. For example, I cry because others are stupid, and that makes me sad.”

“Interesting. You’re afraid of insects and women. Ladybugs must render you catatonic.”

But instead, Sheldon often comes across as arrogant. Condescending. An ass.

Would you like your readers to feel that way about you?

Many of us feel it’s important to be seen as smart. We want readers to look up to us. Ask us for advice. See us as an authority. Trust us more than our competitors.

But making our reader feel small and stupid won’t help.

In 2006 an Ig Nobel Prize winning paper (in Literature) was published by Professor Daniel Oppenheimer about the secret of impressive writing. The secret was this:

“…increasing the complexity of a text does not cause an essay’s author to seem more intelligent. In fact, the opposite appears to be true.”

“One thing seems certain: write as simply and plainly as possible and it’s more likely you’ll be thought of as intelligent.”

-(Consequences of Erudite Vernacular Utilized Irrespective of Necessity, or Problems with Using Long Words Needlessly (PDF,189KB) — Professor Daniel Oppenheimer, Dale Carnegie Mellon University)

It doesn’t sound like groundbreaking research does it? Yet as these myths prove, writing plainly is harder than it sounds.

Myth 3: I’ll be more credible

If you’ve turned your reader off with your big words, they’ll scurry by as quickly as we all do when walking past a slick salesman in a shopping mall.

Who has the time to struggle through a minefield of complex words?

Worse still, how will your words of wisdom impact your readers when it’s playing to an empty room?

First impressions take less than a second, according to research by Missouri University of Science and Technology. The site’s written content caught the subjects’ attention for only 5.59 seconds.

Don’t waste those 5.59 seconds slowing down your readers with impressive words.

Myth 4: I won’t sound professional

Your readers are busy. They won’t complain if you give them writing that’s as quick and easy to pick up as your morning coffee.

“I prefer informal writing, because I like to read fast. I don’t like reading every word, and with formal writing, you have to read every word, and it slows you down.”

- Research participant quoted in the Norman Group’s Concise, scannable, and objective: How to write for the web.

In this busy world, many of us are overrun with responsibilities. Stressed. Sleep-deprived. Thinking of what we need to do tomorrow— today. Hustling side businesses along with demanding full-time jobs. On-call 24 / 7 with kids.

Have you often wondered how you can create more hours in the day? Well, your reader does too.

Using big words your reader doesn’t understand — or takes longer for them to understand, steals their precious time. Brain juice. Patience…. And your professionalism.

Myth 5: I have to use industry terms

It’s a common scenario. Industries have their own jargon, such as law jargon and medical jargon. Organizations use in-house terms. Confusing acronyms are casually sprinkled like confetti at a wedding.

It’s mind-blowing that many think it doesn’t matter if no-one understands the content — or ignores it. What matters is that it’s there. Wasting space. A box has been ticked off a to-do list.

But is there really any point in publishing what you know won’t be read?

“The leader is one who, out of the clutter, brings simplicity” — Albert Einstein

Why write simply?

We’re doing our readers a favour. They LOVE plain and simple English!

And as we’ve found out, you won’t come across as smarter, less professional, or more credible using impressive words. You won’t be insulting college-educated professionals.

Benefits of writing simply for our readers:

Easy to read
Quick to skim
Quickly understood
Better for mobile

Better still, there’s something in it for us as writers too.

Benefits of writing simply for us, business writers:

Easily searchable for better SEO
Better conversions and loyalty
Boosts credibility and professionalism
Build strong relationships

We’ve busted the myths. We’ve explored the benefits. Now let’s get onto how it’s done: how to write in simple words.

How to write in simple words

Use conversational language
Use sensory words
Write at an 8th-grade level
Choose simple over complex words

1. Use conversational language

We use simpler words in conversation than in writing (well most of us do anyway — Sheldon is an exception).

When we’re asking for a coffee, we don’t say:

‘My intention is to take ownership of a full-bodied latte.’ We say: ‘I’d like a latte’.

Need help? Visit:

How to Write Conversationally: 7 Tips to Engage and Delight Your Audience (Copyblogger)

“If it sounds like writing, I rewrite it.” — Elmore Leonard (American novelist, short-story writer, and screenwriter)

2. Write with sensory words

Use words related to our senses. Describe what you want your reader to see, feel, smell, hear, and touch.

Stimulating a reader’s senses helps them journey on these pathways. So they can absorb information easier and faster.

Another benefit of using sensory words is it triggers emotions. Emotions give our words greater impact because emotions affect the way we think and act. Which makes emotional storytelling powerful.

Need help? Visit:

How to Arouse the Magic of Sensory Words (Even in Business Writing!) — Enchanting Marketing

“Don’t tell me the moon is shining; show me the glint of light on broken glass.” — Anton Chekhov (Russian playwright and short-story writer)

3. Write at an 8th-grade level

As a guide, the Nielson Norman Group’s suggestion on writing to boost comprehension:

Write up to an 8th-grade level for a general audience.

Write up to a 12th-grade level for a college-educated audience or a specialized B2B audience.

Worried your writing might sound boring and dull? There are many ways to write with your own voice and get your readers nodding to your beat.

Need help? Use:

Readability test tool (check the reading level of your writing)

“Simplicity is the ultimate sophistication” — Leornardo Da Vinci

4. Choose simple words over complex words

Example of word replacements

Instead of:

Prohibit: use ‘ban’ Diversity: use ‘range’ Facilitate: use ‘help’ Amendment: use ‘change’ Communicate: use ‘tell us’, ‘let us know’ Demonstrate: use ‘show’

Need help? Visit:

“Using gobbledygook is a sign of laziness, a lack of creativity, a way to bamboozle readers.” — Henneke Duistermaat (Business copywriter, blogger, and author)

Summary

Your readers don’t have time for big words.

When your writing is easier to digest, your readers will fly through your content. They’ll feel good. And you’ll come across smarter, more credible, and professional.

So choose plain, simple words. Because no one will ever complain about writing that’s too easy to understand.

“That’s been one of my mantras — focus & simplicity. Simple can be harder than complex; you have to work hard to get your thinking clean to make it simple.” — Steve Jobs

What simple writing myth have you believed up until now? Please share, I’d love to know.

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