Keep It Simple

August 4, 2025

“Never use a 25-cent word when a 5-cent word will do.”

 

That was the advice from one of my journalism professors in college.

Fast forward a few decades, and it’s the same advice we share with our Wixted & Company clients to MAKE IT BETTER. Because simple language is understandable language. And being understood is the No. 1 goal during a presentation or media interview.

I recently heard a football coach described as “indefatigable.” For the next few minutes, I racked my brain, trying to figure out what the word meant. While I was brainstorming, I had completely stopped listening to the person who was speaking – which is not good if you’re the speaker! By the way, indefatigable is another way of saying tireless.  

On a recent podcast, the guest kept referring to a “mobile application” he was developing. Finally, the host interrupted by asking, “Are you talking about a phone app?” Remember, if your audience isn’t clear what you’re talking about, or there’s confusion because of the words you use, chances are good the audience is no longer focused on what you’re saying.  

Using simple, understandable language also makes you more relatable to your audience, and being relatable begins with knowing who your audience is. Think about the words and phrases an astronaut would use when speaking to a classroom of first-graders. I’m assuming they are very different from the words and phrases he or she would use when presenting to fellow astronauts.

For media interviews, simple language can be the difference between connecting with your audience and missing the mark. This is why we recommend eliminating the acronyms and jargon of your industry, and instead using easy-to-understand stories and simple metaphors. Remember, the purpose of doing a media interview is to effectively communicate your message, not to prove how smart you are.

With that in mind, keep it simple for the reporter, too. Reporters are the conduit (25-cent word) or the link (5-cent word) to your audience. Using simple language will MAKE IT BETTER and greatly improve your chances that a reporter (and ultimately your audience) will understand your message.

Wixted & Company Blog by Jeff Johnson