Speak Their Language – Or Lose Them

I once spent an entire afternoon writing a headline.
Tweaked every word.
Tried a dozen clever phrasings.
Finally landed on one I thought was perfect - slick, smart, impressive.

Then I showed it to a friend.
He squinted and said, “What are you even trying to say here?”

It stung. But he was right.

I was so focused on sounding clever, I buried the point under buzzwords.
And clarity - not cleverness - is what actually connects.

That moment made me rethink how I write - and who I’m really writing for.
It’s something I’ve been unlearning ever since.

The Problem

That headline wasn’t a one-off. I’ve caught myself doing the same thing more times than I’d like to admit.

Trying to make things sound polished.
Reaching for industry terms.
Using phrases that look “professional,” but don’t actually say much.

It usually comes from a good place - wanting to sound credible or thoughtful.
But somewhere along the way, the message gets lost.

I’ve learned that the moment someone has to stop and figure out what I mean, I’ve probably lost them.

People don’t speak in marketing language.
I don’t either. I think in outcomes: what needs to get done, what I want, what helps.

Clarity beats cleverness. Every time.

That’s not just a writing tip. It’s a mindset shift.

Why it matters

The more I listen to how people actually talk - friends, customers, even myself - the more I notice something:
we speak in verbs. In actions. In concrete, everyday words.

I don’t say, “I’d like to enhance cross-functional productivity.”
I say, “I just want to stop wasting time in meetings.”

That kind of language is easier to understand - and easier to trust.
It makes people feel like I get their world, not like I’m trying to impress them.

When I write the way people talk, they don’t have to decode anything.
And when they don’t have to work to understand, they’re more likely to keep reading.
More likely to care.
More likely to act.

That’s why this shift matters.
Because clarity isn’t about dumbing things down.
It’s about showing respect for someone’s time and attention.

Actionable advice

I’m still figuring this out, but here are a few things that help me write more clearly - and more honestly:

• I read my writing out loud.
  If it sounds like something I’d never actually say, I rewrite it.
• I ask myself, “Would my friend understand this?”
  Not a fellow marketer. Just someone who’s skimming on their phone between meetings.
• I look for the verb.
  If the sentence doesn’t have a clear action or outcome, it probably needs work.
  For example: “We provide scalable solutions” became “We help small teams grow faster.”
• I swap abstract terms for real words people actually use.
  “Solutions” becomes “tools.”
  “Leverage” becomes “use.”
  “Engage” becomes “talk to.”
  Simple swaps. Big difference.
• I remind myself it’s not about sounding impressive - it’s about being helpful.
  If I’m focused on the reader’s needs, the right words usually follow.

That’s the kind of writing I notice - so that’s the kind I’m trying to write.

Wrap-Up

I still overthink it sometimes.
Still write phrases that sound polished, but don’t really land.
Still catch myself saying things like “drive engagement” when I really mean “get more people to reply.”
Still learning to say what I mean, simply and clearly.

But when I do?
The response is better.
More clicks. More replies. More real connection.

Because when I confuse people, I lose them.
But when I’m clear - when I use words they’d actually say - something clicks.

These days, I’m trying to write like I’m talking to that same friend.
No fluff. No jargon. Just honest, human language.
Still working on it.
But I hope it’s starting to land.