“Be your first critic!” This is one of the many phrases you make out from people especially when they want you to be at the top of your game.
More so, it is substantial that you constantly get a grip on the fact that the core of every communication message is a call to action. And this cannot come through if your audience loses the meaning of the message or does not share a common meaning from your message. This is what we call semantic noise in communication parlance!
William Butler Yeats once said, “Think like a wise man but communicate in the language of the people.” This statement is most profound for copywriters who put out messages on the media to sell a brand to their audience. A communication message is to give solution to the brand’s existing problem. Then the message has to be absolutely clear and as straight forward as possible to attract them and as well sustain their interest, as ambiguity could further confuse the audience.
An example is the Guinness “Made of Black” campaign which I believe wouldn’t have gained as much grounds as it did in a short while if it was tagged “Simulated of Black”. The audience might also not have remembered the message if it weren’t a simple and an everyday word.
This is owing to the fact that the audience have the amount of memory span rapidly approaching zero. They have a lot of things to do, more things to learn and some things to share, so writing your communication using simple language will make it easier for your readers to understand your ideas and quickly grasp the message.
The trick is to bear in mind the fact that the audience does not really give a hoot about your play around with high-sounding words when it is not an academic setting. Therefore, keep it simple and short and also don’t forget the words of William Butler Yeats as they will help you at best in driving home your point to your audience.