State of the Union – AI in Marketing
January 13, 2025
Imagine a world in which all communication was clear, concise, simple, and easy to understand.
Tough to wrap your head around, right? Here’s a perfect example of why that’s not our reality.
There’s a famous sentence that reads:
“One morning I shot an elephant in my pajamas.”
Go ahead and read it again. We’ll wait. Now ask yourself: Who was wearing the pajamas?
We’ll never know. But the confusion makes a point. When words leave too much to the imagination, the message gets lost. And so does the trust, action, or result you were aiming for.
Let’s switch to a more everyday scenario. You’re parking your car downtown. You walk over to read the signs to make sure you won’t get towed. One arrow points left, another points right, and a third one angles oddly toward the curb. One sign says “2 hour parking from 8 AM to 5 PM” while another right next to it says, “No parking anytime.”
You step back, squint, maybe Google the city ordinance (good luck). Still no clue.
What are you supposed to do? And more importantly, how is someone expecting you to confidently interpret that?
That’s what we’re diving into here. Whether you’re writing a press release, posting to your website, or providing details to your buddy about your encounter with an elephant, there should always be an emphasis on clarity through simplicity in communication.
Why Clear Communication Matters
It’s easy to underestimate the cost of confusion. Misunderstandings lead to missed deadlines, frustrated customers, lost opportunities, and even damaged reputations.
In public relations, one ambiguous sentence in a statement can change how a message is received by the media and the public. In marketing, unclear calls to action can mean someone clicks away before ever understanding what you offer. In internal communication, vague instructions create chaos, not progress.
Clarity creates confidence. It makes your audience feel like you respect their time and attention. It builds trust. And it removes barriers between your message and your outcome.
The Problem with Trying to Sound “Smart”
Here’s the trap. A lot of communicators try to sound important by using more complex words, longer sentences, or roundabout phrasing. But the result is often the opposite of smart. It’s confusing, and sometimes even off-putting.
People are not impressed by what they can’t understand. They’re impressed when you make something easier to grasp. And in many cases, the smarter choice is the simpler one.
Clarity Is Not Simplicity for Its Own Sake
Being clear doesn’t mean being basic. It means being focused. It means knowing exactly what you want your audience to understand and making it as easy as possible for them to get there.
This is especially important in today’s communication environment. Attention spans are short. Screens are small. People are skimming before they’re reading.
When your message is clear, it has a chance to land. When it’s buried under layers of filler, it gets scrolled past.
So What Can You Do?
Here are a few practical things we think about at Wiser Strategies when aiming for clear communication:
- Write like a human. If it wouldn’t make sense out loud, it probably won’t work on a screen either
- Avoid jargon unless your audience knows it as well as you do
- Use structure. Break up long blocks of text. Emphasize the key ideas
- Read it twice. Cut out what you don’t need. Then have a fresh set of eyes review and provide feedback
- Always ask: What do I want people to do with this information?
When in Doubt, Keep It Clear
Clarity is one of the most underrated skills in communication. It’s not flashy. It doesn’t try to show off. But it works.
When you make people feel like they understand what you’re saying and what they’re supposed to do with that information, you build credibility and connection. That’s the kind of communication that drives real results.
If you’re struggling to simplify a message or just want a second opinion on how your audience might interpret it, our team at Wiser Strategies is here to help.
Because when your message is clear, it doesn’t just get read, it gets remembered, shared, and drives the action you’re aiming for. That’s communication that works.
