It is said that one should never underestimate the intelligence of our fellow man.
That’s a load of crap. People are stupid.
They can’t think. The can’t write. They don’t understand.
Their vocabulary consists of twelve words, none more than two syllables. They have the attention span of a goldfish.
Dumb. Thick as a brick. Stoo-pid.
If you don’t believe me, go read the comments on just about any Youtube video.
See? People are stupid.
At least that’s what you should assume when you write or speak.
Never assume people will understand what you are saying. Spell it out. Say it so they can’t possibly misunderstand.
Use plain words. Short sentences. Word pictures.
Short lists. Simple examples. Precise instructions.
This actually takes some work on your part. It’s not easy to write simply and plainly and not sound like you are talking down to people. It’s much easier to write like a lawyer, but I urge you not to, even if you’re writing for lawyers.
Write and speak to communicate, not to impress. Don’t make people work any harder than necessary to understand your message.
Keep things simple so everyone can understand. Stupid people will thank you. Smart people won’t mind.
If you want a (simple) marketing plan that really works, get this.
