let’s talk about a marketing disease called “Thesaurus Syndrome.”
Symptoms include:
overcomplicated sentences
buzzwords that mean nothing
and phrases like “leveraging synergistic frameworks” (whatever that means)
Here’s the uncomfortable truth:
Trying to sound smart usually just makes you sound confusing.
And confused people don’t buy. THEY BOUNCE.
Your audience isn’t impressed by complexity… they’re impressed by clarity.
They don’t want a dictionary.
They want a solution.
Think about it:
Apple doesn’t say:
“We engineer technologically advanced consumer communication devices.”
They say:
“It just works.”
Simple. Clean. Clear. Effective.
Quick Test:
If you need to reread your own sentence… your customer definitely won’t.
how the hell do i fix this?
cut the jargon
clean the fluff
write like a human
talk like you talk
Because clarity isn’t basic, it’s powerful.