C is for Clarity

Clarity isn’t just nice to have—it’s essential.

When your message is muddy, readers bounce faster than a Highland fling dancer.

That’s bad news for your brand, your conversions, and your coffee budget (because you’ll need a lot more of it to figure out why your content isn’t working).

Clear writing is the difference between connecting with your audience and watching them scroll past faster than you can say “Great Scot!”

Why Murky Messages Get Ignored

Picture this: You’re racing through your inbox with your morning coffee, scanning emails at lightning speed.

You open one that starts with:

“Our innovative solutions leverage cutting-edge methodologies to facilitate cross-platform synergies and maximise stakeholder value…”

Did you just fall asleep? Same. And your audience will too.

True fact: The average human attention span is now shorter than a goldfish’s.

You’ve got about 8 seconds before they decide whether your content is worth their precious time.

The Clarity Commandments

Want to make things clear? Here’s how:

1. Ditch the corporate waffle

If you wouldn’t say it to a friend at the pub, don’t write it in your content. Unless your friend at the pub is really into “leveraging synergies,” in which case… maybe find new friends?

2. One idea per sentence

Don’t stuff your sentences like a haggis. Give each idea room to breathe.

3. Kill the jargon

Industry speak has its place (like, in a locked cabinet, far away from your content). Unless your audience is made up exclusively of industry insiders, keep the terminology simple.

4. Use active voice

“The blog was written by the team” is passive and boring. “The team wrote the blog” is active and direct. Be direct. Your readers will thank you.

5. Read it aloud

If you run out of breath before the end of a sentence, it’s too long. If you stumble over words, they’re too complicated. If you sound like a corporate robot, start over.

Before & After: Clarity in Action

BEFORE: “In accordance with our commitment to facilitating enhanced customer experiences, we have implemented a streamlined communication protocol designed to optimize response efficiency.”

AFTER: “We’ve made it easier to get in touch, so you’ll get answers faster.”

See the difference? One makes you want to nap; the other makes you think, “Brilliant!”

Word to the wise

Clarity doesn’t mean dumbing things down—it means respecting your reader’s time and brain power. The clearer your message, the more likely it is to stick.

When in doubt, remember: if your grandmother wouldn’t understand it (and your grandmother is quite sharp, mind you), it’s probably not clear enough.

Need help cutting through the fog? Great Scot! specialises in crystal-clear copy that gets your message across …without the faff!

Let’s make something great together. Contact us at [email protected]