Why Big Words Kill Engagement and Sales
Have you ever wondered why two people can tell the same story, yet one captivates an audience while the other completely loses them? In this powerful lesson, Russell Brunson reveals why the secret to great storytelling is not intelligence, sophistication, or vocabulary, but simplicity.
Accordingly, the first rule of compelling storytelling is over-simplification. Many entrepreneurs, marketers, and professionals struggle with this because they believe using advanced language makes them appear smarter or more credible. However, Russell explains that when stories become too complex, audiences disengage almost immediately.
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Additionally, people are conditioned to process information at a much simpler level. Research into communication patterns has consistently shown that messages delivered at approximately a third-grade level are more engaging, memorable, and persuasive. This is why major news organisations simplify their language and why mass communication works best when clarity is prioritised over complexity.
Although some speakers rely on impressive vocabulary to signal intelligence, Russell highlights real-world examples from the 2016 United States presidential primaries. Readability studies using the Flesch–Kincaid test demonstrated that candidates who spoke in simpler terms reached broader audiences, while more complex language limited influence and emotional connection.
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This principle is foundational to ethical persuasion and funnel storytelling. As taught in Expert Secrets, the goal of communication is not to impress, but to influence. Whether you are creating sales pages, videos, webinars, emails, or automated funnels, simplicity is what keeps people listening and taking action.
Using big words may make you feel smarter, but simple words change minds.
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