Choices

Do you want to use creative or humorous language in your newsletter that 90% of the audience will enjoy, but 10% won’t understand?

Or do you want to use language that 100% will understand?

Do you want to write:

If you haven’t heard of the our Comprehensive Plan, it’s a good time to get up to speed! 

Or

Learn about our Comprehensive Plan!

There is no good or bad answer. Your choice depends on your audience and your priorities. Some audiences prefer clear and concise. Others want creative and funny.

Whatever you choose, be clear about why you choose to communicate the way you do.

Some people I train love fancy words, and that’s great for some audiences! But fancy words can exclude people, so sometimes you have to make hard choices about which words to use.

I believe you can usually find words that are understandable and impactful.