My friend and colleague CT Moore and I were talking about the most effective way to write a particular press release when he made the following comment:

“Unfortunately, the decline of Western civilization (for which the filed of marketing is partly responsible) has made it necessary to write for a 9 year old.”

This comment really made me laugh, because as a writer and marketer, I’m constantly reminded of just how true it really is.

Sure, there are a variety of exceptionally intelligent people out there. But, when you’re writing for a mass audience, you’re most often writing for the lowest common denominator within that group. And marketing is all about writing for mass – albeit targeted – audiences.

The best marketing campaign in the world can still miss its mark if you’re audience doesn’t understand what you’re talking about. You want to be creative and clever, but don’t ever forget that there’s a fine line between effective and “I don’t get it.”

As a marketing writer, it’s important to remember that it’s not about how smart you can sound – it’s about making sure your message is received and understood by your market.