Same old sun
Same old moon
It’s the same old story
Same old tune
These lyrics, taken from The Indifference of Heaven, were written by Warren Zevon, probably my all-time favorite songwriter. Do you find his words powerful? What images and feelings to they suggest?
Whether you’re writing for entertainment or business, simple words convey more meaning than complicated words. I can think of three reasons why. First, if the reader doesn’t know your complicated word, she must either stop and look it up or gloss over it. Either way, the flow of your message is disrupted, making it unlikely to sink in. Second, the reader may resent feeling that you are “talking down” to her. Making your audience feel stupid is a risk never worth taking. Third, simple words reach us on an emotional level, and help us interpret the message in our own unique way. “Home” brings to mind personal and powerful images. “Abode” probably suggests little, if anything.
I had a girl
Now she’s gone
She left town
Town burned down
Nothing left
But the sound
Of the front door closing forever
Because simple words are imprecise, they give us room to interpret and respond emotionally. From a business point of view, consider that buying decisions are frequently based on those very two factors — control and emotion. Buyers want to feel as though they are in control. Allowing readers to interpret freely and imaginatively is empowering; it gives buyers that sense of control they are looking for. And of course, who would argue that a sterile, uninspiring sales presentation is doomed, no matter how compelling it may be intellectually?
Gentle rain
Falls on me
All life folds back
Into the sea
We contemplate eternity
Beneath the vast indifference of heaven
Simple words alone are not enough. Look at the entire set of Zevon’s lyrics and see how he combines simple words to tell a story. Notice how he causes his simple, everyday story to overflow with meaning by steadily repeating words that suggest vastness, such as time and sea and sky and heaven. The business message here is clear. Tell stories, and stick to one theme instead of trying to jam in every selling point.
What else do you see in his words?
In future posts, I’ll draw on Warren Zevon’s work to talk about other aspects of business writing. Next up — humor. In the meantime, I invite you to listen to another brilliant Warren Zevon song.
Brad, you know I’m a fan of simple words too. I agree with you on this:
“Because simple words are imprecise, they give us room to interpret and respond emotionally.”
They also speak directly & personally. Your reader feels a sense of connection, and wonders: how did they know I was feeling like that? Because the words have enough room for them to work in their own meaning & story. It feels if the writer could see inside their head, and heart.
Love the post, keep them rolling
Joanna
Thanks, Joanna. Much of what I’ve recently learned about simple writing technique came from you and your blog community.
I like simple words. My brain doesn’t have to stop and think like when I stumble across complicated ones.
Karen, yes! Reading is so much more fun when you get into a flow.
My brain feels the same was as Karen’s! When I read, I want the writer to communicate a message, not give me a vocabulary test.
I think it must have been Einstein who said that an educated man takes a simple idea and makes it complex, but a genius takes a complex idea and makes it simple.
I have a rule. If there is more than one word per page (or per post, in the case of blogging) which an intelligent reader would struggle to understand, then the writer has used too many complex words. At that point, I personally do away with the post or article.
Effective writing is about communicating a message, not showing off the superiority of one’s vocabulary.
Cheers
Andrew
Andrew, that’s a good test. People don’t like to feel they’re being talked down to, either, which is another reason to avoid big words. That said, I enjoy learning new words, which is why I started the Words for Nerds series.
Great post- simple words are indeed the best- you don’t want to make paragraphs too long, or make your customers think when writing to sell. Talk in their language.
Thanks!
Erica, thanks for your comment! Talking their language is why sales experience is a great thing to have, wherever you work.