In the fast-paced world of communication, there’s one universal truth: it’s not about what you say—it’s about what your audience hears. Yet, many organizations unintentionally fall into the trap of writing from their own perspective, loaded with industry jargon, technical terms, and insider acronyms that leave their audience scratching their heads.
The key to effective communication is simple but powerful: write through the eyes of your audience. When you prioritize clarity and connection over complexity, you’ll find that your message resonates—and drives action.
Before you put pen to paper (or fingers to keyboard), take a step back and ask: Who am I writing for?
Your audience isn’t a monolith. Depending on your message, you could be addressing customers, employees, investors, partners, or the general public. Each group has its own priorities, level of knowledge, and communication preferences, and you’ll need to ask yourself different questions with each audience to make sure you are hitting the right notes.
By understanding who you’re speaking to, you can tailor your tone, language, and message to meet them where they are.
Industry-specific jargon and technical terms may feel like shorthand, but they can alienate or confuse your audience. The more accessible your language, the more likely your message will land.
Jargon typically fails because it: excludes people: If your audience isn’t steeped in your industry’s terminology, they’ll feel lost; muddies your message: Complex language can bury the key point you’re trying to make; and diminishes trust: If people don’t understand you, they’re less likely to trust you.
Instead, aim for simplicity. Use everyday language whenever possible, and when you must use technical terms, provide a brief explanation. Think of it as writing for the “least common denominator”—the broadest segment of your audience.
Acronyms can save space, but they’re not always audience-friendly. While you may know that CRM means Customer Relationship Management, IoT means Internet of Things, or SaaS stands for Software as a Service, don’t assume your audience does.
When in doubt, spell it out. Your audience will appreciate the clarity.
Here’s a simple checklist to keep your writing audience-centered:
Your words have power—but only if your audience understands them. By stepping into your audience’s shoes, avoiding jargon, and defining unfamiliar terms, you can deliver messages that inform, inspire, and drive action.
At the end of the day, communication isn’t just about what you say—it’s about what your audience hears.
