---
title: "Use Shorter Words & Sentences"
url: "https://books.travisarnold.com/2/casual-marketing-thoughts/53/use-shorter-words-sentences"
---

 ![Artboard 4.png](https://books.travisarnold.com/u/artboard-4-U8QMev.png) 

# Use Shorter Words & Sentences

Using big words doesn't make you sound smart. They make you harder to understand for your customers and prospects.

Short works because:
- it's easy to read
- quick to grasp
- less time thinking
- sounds more human
- sticks in the back of your mind (does 'just do it' ring a bell?)

Think of the differences in these two sentences:

1. "We're implementing a new customer acquisition strategy."

2. "We're finding new ways to get customers."

The first one requires me to think too much about what's _really_ being said and the second? The second example is clear and snappy and gets the point across my bow much faster.

I'm a fan of using clear, everyday words in marketing copy and try to avoid jargon whenever possible. 

A fun trick is to say what you just wrote out loud - that helps you not sound like a corporate asshole.

When you're writing sentences, try to stick to one idea at a time and cut-out the filler words. 

Your sentences will be broken up in a good way and easier to digest for readers.

It's the difference between:

"Our innovative solution provides enhanced productivity capabilities for enterprises." 

> vs

"Our tool helps businesses work faster."

Everyone is busy. They skim and take in the high-points and make a decision about what you do in a few seconds. Make those seconds count by using your words wisely.

Clarity always wins and short words and sentences get you there faster.