By Cynthia Clevenger, Partner at CleverMac PR


Keep it simple…sweetheart.

Do we really need to dumb it down? I’ve heard people many times proclaim, “We need to write this on a fifth grade reading level.” Are fifth graders really our target audience, or is it Joe Q. Public who’s in a hurry and doesn’t have time to digest Shakespearean prose?

Like it or not we’re all in a hurry nowadays. That’s why social media formats like Twitter and Facebook play such an important role in our day-to-day communications. Everyone wants information fast and in real-time, so when you say you have to dumb it down, you’re not being fair to you or your audience.

If you’re writing a blog post, press release or status update etc… ask yourself if you would read what you’ve just written? Let’s be honest, if your content is full of heavy text more than likely you’d skip over it. So why would you expect your intended audience to read through it?

You might argue that it’s important information people need to know. However, you can always find creative ways to wordsmith the content down. Be accurate, truthful and mindful of your audience, but get to the point. Sometimes it takes more effort, but it’s necessary to be concise in your communication.

Remember: Less is more!

And if your target audience is a bunch of fifth graders….well then think like a fifth grader and have fun!