Many moons ago, I did a high school exercise where I wrote instructions on how to sharpen a pencil as if I were an engineer.The language was convoluted, overly technical, and far-fetched, making the task of sharpening a pencil seem absurdly complex—the humor was the whole point of the exercise.Yet today, many companies and organizations write like this unintentionally.Lawyers, human rights experts, climate professionals, business leaders, and financiers often feel the need to use jargon to appear credible within their peer circles.
Take human rights reports, for instance—phrases like “rights-based approach to development” or “non-refoulement obligations under international law” might be familiar to experts, but they alienate broader audiences, including policymakers and the public. Similarly, in the business world, financial documents filled with terms like “arbitrage,” and “quantitative easing” often exclude those not well-versed in finance, limiting wider engagement.
The argument they make? Their audiences are specialists. Simplifying their language risks diminishing their authority, they say.But here’s the thing: research from institutions like Princeton University and Stanford University shows the opposite to be true.
Studies have demonstrated that clearer, simpler language increases both comprehension and retention—regardless of whether the target audience consists of neophytes or experts. Too much technical jargon, generic fancy terms (like “solutions”), or over-used words such as “vulnerable” (which ChatGPT loves) dilute the authenticity of your message.
Take companies like Tesla or Unilever, for example. Both have been praised for making their sustainability messaging straightforward and easy to understand. This has not diluted their brand authority; if anything, it has made their commitment to ESG objectives more compelling and credible.
Simple sentences, focused ideas, pertinent data, and relatable examples make content easier to digest and recall, even for experts.No matter if your target is B2B or B2C, clarity is the ultimate differentiator.
Simplifying doesn’t mean dumbing down—it means making your message deeper, more accessible and impactful.Keep it simple, always. But beware, simple is much harder than jargon-laden! 😅
