Don’t Make Your Audience Think

In marketing—and especially in personal branding—clarity is everything. The second someone has to think too hard about what you do or why it matters, you've lost them.

Simple wins. Always.

It’s tempting to get clever with wording, but if your audience has to pause to figure it out, they’ll scroll on by. Your message should be crystal clear, even if someone only gives it a three-second glance.

Here’s how to make your message land:

• Clear beats clever every single time.

• Use short words—not because your audience isn’t smart, but because they’re busy.

• Use fewer words—brevity respects your reader’s time.

• Repeat your main message until it sticks.

So next time you’re writing a caption, a sales page, or even your LinkedIn headline—ask yourself:
“Would a total stranger understand this in 3 seconds?”
If not, simplify.