I was reading a psychology book the other, and I started to wonder why it wasn’t written in English.
It looked like English. The words were there. But I found myself rereading every sentence two or three times to make sense of it. And even then, I wasn’t sure I understood it.
While I was wrestling with the text, it struck me—how often do we make the same mistake in our own communication?
Clarity vs. Confusion
Effective communication isn’t about what we say. It’s about what the other person understands.
We often assume that just because we’ve said something, the message has landed. But until our audience truly understands us, all we’ve done is create noise.
This is particularly dangerous in sales. If your message isn’t crystal clear, customers:
❌ Don’t understand your value
❌ Get lost in jargon or complexity
❌ Tune out or make incorrect assumptions
❌ Default to price as the only differentiator
So, how do we ensure our communication is clear?
How to Measure Clarity
One way to assess written communication is with readability tests like the Flesch Reading Ease score (built into Microsoft Word). It scores text from 0 (very difficult) to 100 (very easy).
For context:
- 0–30 = Extremely hard to understand (think academic papers).
- 50–60 = Understandable for most adults (business writing).
- 70–80 = Plain English (easy to digest).
- 90–100 = Super simple (children’s books).
So far, this post scores 61.6—which means it’s “Plain English.”
If you’ve made it this far and you haven’t understood it, you might want to worry! 😆
But written communication is just one part of the puzzle. Verbal communication matters just as much.
Are You Speaking Your Customer’s Language?
Ever met someone who tries to impress by using long, complicated words?
It happens in sales all the time. Some sellers think technical jargon makes them sound smarter. Instead, it creates confusion and disconnects them from customers.
Here’s a simple rule:
If your customer doesn’t understand you, they won’t buy from you.
💡 Tip: If you want to guarantee confusion, throw in as many TLAs as possible. (That’s Three-Letter Acronyms, just in case you were wondering!)
How to Make Your Communication Customer-Focused
✅ Use simple, direct language. Customers don’t have time to decipher what you mean. Make it easy for them.
✅ Check for understanding. Don’t assume they get it—ask! “Does that make sense?” or “Would you like an example?”
✅ Clarify when you’re unsure. If a customer says something vague or jargon-filled, don’t pretend to understand. Ask them to explain.
✅ Test your written communication. Run your emails, proposals, and messaging through readability tools to ensure clarity.
Want to Sell Your Value More Effectively?
Sales is communication. And if your message isn’t clear, compelling, and customer-focused, you’ll struggle to sell on value.
💡 If you’re ready to improve your value conversations and make sure your customers truly understand your value—let’s talk!
📩 Message me, comment below, or book a call today. Let’s get the Value Challenge started!
🔗 Book a call: http://bit.ly/mikesdiary 📥 Free resource: The BIG Mistakes Businesses Make When Selling Value – Download Here
Document Flesch Reading Ease score 64.2