The following is an excerpt from Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, coming this fall from Ann Handley and Wiley Publishing. More about Ann’s new book and some sweet free prizes below.
Any fool can make something complicated. It takes a genius to make it simple. ~ Woody Guthrie
Business, like life, can be complicated.
Products can be intricate and concepts may seem impenetrable. But good content deconstructs the complex to make it easily understood. It sheds the corporate Frankenspeak. It conveys ideas in concise, economic, human, and accessible terms.
A bit of wisdom from my journalism days: No one will ever complain that you’ve made things too simple to understand.
Of course, simple does not equal dumbed down.