Clear beats Clever
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I have designed 30 websites, launched 60 products. The biggest problem I had was to make myself clear. I played around with titles and the feel of words. Introducing my own language. The feedback I often got was: “I don’t understand what you do.” I just wasn’t clear. My big goal was to be clever. So that’s what I aimed for. The solution to all of it is to write clear. When people can understand you and have a feeling that you speak to them – it changes the game. You want impact, right? You want to change the world? Then write clear. Clever is not going to get you anywhere. Clever is maybe fun for you, but it won’t have a lasting effect on others. Get to the point. Be clear. Use simple words. Don’t make it complex, clever, or creative. Make it clear. Easy to follow you. The other pitfall for clever is to be too detailed. Often when you have developed a product – you are so in the details that you don’t write clear to understand. You’re already 5 steps ahead. It is fascinating to see how many try to be smart and with that outsmart their customer. It’s not a race to who is smarter, more elaborate, or clever. You are called to serve them. That means you need to communicate in a way that connects. Connection can only happen when you’re clear and make people feel understood. Be clear, not clever. Until next time! Your Jowi |
