All the words

Marketing Guru 1 sez: "Use short words."

Marketing Guru 2 sez: "Use long words."


Wrong descriptor, Gurus.


Use the right words.

The words that will let your audience know that you are one of them. Someone they understand and who understands them. Someone they want to engage with. Someone they want to trust.

They're not paying attention to the words, they're paying attention to the message. 

Unless it's poorly written. 

Then they might pay attention to the words ... and they'll probably go away before reading all the words.