Why Clear Writing Builds Trust (Especially in Business)
Have you ever landed on a website, read three sentences, and still had no idea what the business actually did?
You probably didn’t bookmark it.
You probably didn’t sign up.
You probably didn’t trust it.
Not because the brand was bad but because it wasn’t clear.
Trying to sound smart or trendy could be costing a company sales, engagement, or even interest all together.
Remember that Friends episode where Joey is writing a Letter of Recommendation to an adoption agency for Chandler and Monica?
Monica: It doesn’t make any sense.
Joey: Of course it does. It’s smart! I used a thesaurus!
Chandler: On every word?
Joey: Yep.
Monica: All right, what was this sentence, originally?
Joey: Oh. “They’re warm, nice people with big hearts.”
Chandler: And that became, “They’re humid, pre-possessing homo sapiens with full-sized aortic pumps?”
I appreciate the Thesaurus, but it has its place.
The word authentic probably gets overused, so a word that means more to me and can be used synonymously in some cases is genuine. That’s my favorite kind of people!
You don’t have to use buzzwords or make a statement more complex to sound intelligent.
You just need to say what you mean the way you say it. Be genuine, and people will listen.
What Clear Writing Looks Like
If you understand it, you can explain it.
If you can explain it, the customer can understand it.
And if the customer understands it, they can trust it.
Unclear language creates doubt and hesitation. The brain equates confusion with risk.
Clarity builds confidence for the brand and in the brand.
So how do you write with clarity?
It’s like the old saying – if you believe it, you can sell it. You know your brand better than anyone. No one can sell it better than you. You just have to tell the truth.
How to tell the truth in marketing:
• Write like you talk. Then, tighten it.
• Cut unnecessary words.
• Say the main point sooner.
What does that look like?
• Use real words, not buzzwords.
• Say one thing at a time.
• Speak human, not corporate.
• Anticipate readers’ questions.
• Respect readers’ time.
*Bonus tip: Read it out loud.
All facets of your writing benefit from these standards – from product descriptions, to web copy, to emails. Clear writing doesn’t just inform – it reassures. And trust leads to loyalty, referrals, and repeat customers.
The most trustworthy writing doesn’t perform. It reveals.
So wherever your business writing shows up next – a post, a pitch, a page – let it come from understanding instead of urgency.
Your audience can feel the difference.
Getting Started
If you need help writing your brand story or with how to use storytelling to market your brand, contact me.
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