Want to be understood? Use shorter words.
A few weeks ago, I was editing a proposal for a client. She is a brilliant, highly capable engineer and writer, but she got caught in the trap of corporate jargon.
"Our organizational paradigm integrates synergistic methodologies to operationalize cross-functional outcomes."
I thought I understood what she was saying, but I figured many people would not. When I asked her to say it in simpler terms, she said,
"Oh. I just meant our teams work well together."
She’d been immersed in insider language so long that she wasn’t even aware it sounded like a word salad. I see this everywhere…people seem to believe that bigger words (and acronyms) make them sound smart, polished, or official. Yet the research is clear: complex words rarely help your message. In fact, they usually slow it down.
What the data tell us
“Users read best when the words are short, familiar, and concrete. Simple writing is not a sign of simple thinking. It is a sign of clear thinking.”
- Nielsen Norman Group (usability researchers)
Readability researchers have been saying the same thing for decades. When words are longer, readers work harder. When words stay simple, comprehension rises.
The Flesch Reading Ease test (which has been around since the 1940s) shows that writing becomes far easier to understand when most words are short and familiar. People best absorb words that average about two syllables or fewer.
The Nielsen Norman Group found that people understand information up to twice as well when sentences are short and vocabulary is simple. Once language becomes dense or abstract, understanding drops sharply.
It’s fascinating, because when you use unnecessary big words, readers actually think you are less intelligent, according to a study in Applied Cognitive Psychology. The harder readers have to work, the less impressed they are. When someone communicates clearly, we trust them more.
Clarity matters
Most of us are writing for busy people. We want them to understand what we’re saying as soon as possible. But when they see jargon, long words, or complicated structures, they shut off. Instead of connecting with our readers, we make them pause and they might even stop reading.
Clear language is not about simplifying your thinking. It is about simplifying the path to your thinking. It opens the door wider so more people can walk through it.
Simple language is powerful language
Some of the strongest writing in the world uses ordinary words. One of my favorite quotes is simple (and it even uses the passive voice!):
“Nothing great was ever achieved without enthusiasm.” -Ralph Waldo Emerson
Think of the lines that stay with us. They are grounded. They let meaning rise to the surface without distraction. Simple words help your message shine instead of forcing readers to hack through cumbersome words just to reach it.
A few habits that help
Choose everyday words instead of showy ones.
Keep sentences short enough to read in one breath.
Replace jargon with plain talk.
Ask, “Would someone outside my field (or a nonbusiness layperson) understand this right away?”
Trust that clarity strengthens your credibility.
Back to my client
When we rewrote that heavy opening line into the simple, “Our teams work well together,” everything opened up. The proposal felt more human and real, and the message landed without strain. My client read the new version and said, “That sounds like us.”
And that is the goal: to sound like your most grounded, authentic self.
Closing thought
Big words do not make big ideas. What makes an idea powerful is how clearly it can be shared, understood, and remembered. When we choose simple language, we treat our readers with care, and we give our ideas the fertile ground they need to grow.
Let’s make your message the one they remember. Fertile Ground Communications transforms complex ideas into clear, compelling messages that capture attention and inspire action. Whether you’re a small business, public agency, or nonprofit, we help your voice break through the clutter and connect authentically with your audience.
