When you shop, do you look for the brand that seems the smartest—or the one that feels most relatable? If you chose the latter, it’s not because you want to buy from someone who doesn’t know what they’re doing. It’s because their message makes you feel seen and understood.
As a new business owner, I’ve struggled with this. In my marketing, I tried to sound like an expert by using big words and fancy jargon. I wanted customers to know I was knowledgeable in my niche, but I ended up sounding like a know‑it‑all, telling them what to do. The issue isn’t just the pretentious language; in the early stages, connection and relatability matter more than sounding hyper‑authoritative.
Look at it this way:
Complex language confuses and repels your audience; simple language invites them in.
Of course, if you’re speaking to PhD students or highly technical experts, some specialized language might make sense. But if your audience comes from different backgrounds and experience levels, clarity is a form of respect.
Try this exercise: Find one piece of your marketing or social content where you use complex language or insider terms. Identify one of those terms and write down three new ways to explain it to someone who has never heard it before. For example, instead of saying “build a digital transformation roadmap,” I might say, “make a simple step‑by‑step plan for how your business will start using more digital tools over the next few months.”
When people actually understand what you’re saying, they’re far more likely to trust you—and that trust is what turns casual readers into loyal customers.