Marketing messages, whether on a soda can or your favorite app, aim to capture your attention with carefully chosen words. A company’s choice of words should be inspiring and well-crafted. But how can a company achieve this? One vital lesson is to understand that simplicity is powerful. Many believe that using complicated or fancy words implies sophistication, while simple words suggest something trivial. However, the truth is quite the opposite.

To connect with customers, a company must use straightforward descriptions, not burden them with long-winded instructions or unnecessary details that lead to boredom or frustration. Writing a simple yet well-crafted message is not easy, but it can greatly benefit your product and company. Proper articulation is crucial for making your message easy to understand and remember.

Understanding that people use patterns to make sense of the world, it becomes clear how effective writing can engage readers by offering unexpected patterns. For example, Shakespeare’s quote, “Love all, trust a few, do wrong to none,” is memorable because it points out three things, is short and easily understood, and has a meaningful impact. Proper articulation can be the missing piece that transforms an idea into a successful one. Stephen Hawking’s book, “A Brief History of Time,” may not have introduced new scientific concepts, but its success stemmed from Hawking’s ability to simplify complex ideas into accessible language.