The Plain Language Revolution: Writing Marketing Copy Everyone Understands

Simply put, plain language means writing clearly and concisely. It’s about getting your message across to your intended audience in the most straightforward way possible. Think of it as stripping away the unnecessary fluff to reveal the core meaning.

Key elements of plain language include:

• Concise sentences: Get to the point.
• Common words: Use everyday vocabulary instead of obscure terms.
• Direct approach: Avoid overly complex sentence structures.
• Active voice: Clearer and more direct than passive voice.
• No jargon (or explained jargon): Speak human, not industry.

Plain language is a cornerstone of accessibility, especially for those with cognitive disabilities. But its benefits stretch far beyond:

• For People with Cognitive Differences: Individuals with dyslexia, ADHD, or learning difficulties often struggle with dense text, complex grammar, or unfamiliar words. Plain language makes your content digestible and reduces cognitive load.
• For Non-Native Speakers: If English isn’t someone’s first language, simpler sentence structures and common vocabulary are a lifeline. They can understand your message without constantly reaching for a dictionary.
• For Those with Low Literacy: Not everyone has a high reading level. Plain language ensures your marketing isn’t exclusive to those with advanced education.
• And for Everyone Else: Let’s be honest, who has time for convoluted prose? Busy professionals, parents juggling tasks, or simply someone quickly scanning for information all benefit from clear, direct communication. It reduces effort, saves time, and prevents frustration.

Plain language isn’t just about being inclusive; it’s about being more effective.

Ready to embrace the Plain Language Revolution? Here are some actionable tips for your marketing copy:

1. Keep Sentences Short and Sweet: Aim for one main idea per sentence. Break down longer thoughts into multiple, smaller sentences.
   • Instead of: “Our innovative, client-centric solutions empower robust organisational synergy through diversified, scalable digital transformation initiatives.“
   • Try: “Our solutions help your team work better together. We use digital tools to grow your business.“
2. Choose Common Words: Swap out fancy words for simpler alternatives.
   • Instead of: “Utilize” → “Use“
   • Instead of: “Implement” → “Start” or “Do“
   • Instead of: “Facilitate” → “Help“
3. Embrace Active Voice: Active voice is stronger, clearer, and more direct. The subject performs the action.
   • Passive: “The decision was made by the team.“
   • Active: “The team made the decision.“
4. Ditch the Jargon (or Explain It): Every industry has its buzzwords. Your customers might not know them.
   • If you must use an acronym or technical term, explain it the first time it appears.
   • Better yet, rephrase it simply. Instead of “leverage our KPIs,” try “use our key numbers to improve performance.”
5. Break Up Your Text: Big blocks of text are intimidating.
   • Use headings and subheadings to guide the reader.
   • Employ bullet points and numbered lists to present information clearly and concisely.
   • Leave plenty of white space between paragraphs.
6. Use Reading Level Tools: Curious about your current copy’s readability? Tools like the Flesch-Kincaid grade level (often found in word processors) or online readability checkers can give you an objective score. Aim for a lower reading grade level to reach a wider audience.