My grandmother is intelligent. She can grasp a complex concept if you communicate it nicely. If you insult her intelligence, she may turn into a vicious ninja.

My grandmother will turn 95 years old in a few weeks. In honor of my dear Grandma and other real-world people like her, I’m here to deliver a valuable reminder about effective marketing communications.

Let’s consider Grandma for a moment, and imagine how she communicates. She talks like a real person. She thinks and communicates in logical phrases. Grandma uses plain and simple language to make herself clear to others. Most people are a lot like Grandma in this respect. Most of them will also find themselves indifferent and even insulted if you try to talk over their heads.