If, upon reading the above paragraph, your first reaction is, “Say what??”, you are probably not alone. As a copywriter and content creator, it’s normal to enjoy the language one works with. But, when creating effective messaging for international audiences, it’s worth remembering that the primary goal is to communicate with clarity for maximum effect, even when the subject may be highly technical. By prioritizing simplicity and clarity, companies can deliver their messages more efficiently and build stronger relationships with customers. 

1. Make your message easy to access 

Plain language in advertising and communications ensures accessibility. The goal of any advertisement or communication is to convey a message clearly, whether that message is about a product, service, or idea. When language becomes too complex, it can confuse or alienate the audience, especially in an age where attention spans are short and consumers are bombarded with countless messages daily.

2. Respect your audience 

Clear, simple language shows that your brand respects the audience’s time and intelligence by delivering the message in a way that is immediately understandable. When a message is easy to understand, it fosters transparency and saves time. People are more likely to trust brands and companies that communicate in a straightforward manner, without appearing to hide behind complex language.  

3. Be inclusive 

In any given audience, there will be people from a variety of backgrounds, educational levels, and language proficiencies. Not everyone will have the same level of familiarity with industry-specific jargon or technical language. By keeping communication simple, advertisers can make sure that their message is accessible to the broadest possible audience. This is especially important in global markets, where audiences may speak different languages or come from different cultural contexts.