From Jargon To Clarity: How Simple Messaging Sells More

If your sales page needs a dictionary, it’s costing you conversions. We unpack how clear, everyday language outperforms clever jargon and show you how to reposition yourself as the guide so your customer can step into the hero role. Using StoryBrand 2.0 as a practical lens, we translate complex, niche concepts into simple, relatable scenarios and walk through a structure that makes your offer easy to understand and even easier to act on.

You’ll hear why stalled sales often trace back to fuzzy messaging, not a flawed product, and how to rebuild your core narrative around a single reader, a single problem, and a single promise. We break down a real client example—moving from technical talk about the nervous system to plain words about intimacy, discomfort, and communication—so you can apply the same shift to your homepage, sales emails, and landing pages. Along the way, we cover the essentials: concrete headlines, clear benefits, brief proof, and a direct call to action that removes guesswork and lowers friction.

By the end, you’ll have a checklist to tighten your copy: ditch insider terms, read it aloud, test with a smart friend, and surface the next step above the fold. Expect a sharper message, faster decisions, and a buying journey that feels obvious to the right people. If you’re ready to turn browsers into buyers with simple, strong words, press play, then grab StoryBrand 2.0 and keep refining. Subscribe, share this with a friend who over-explains, and leave a review to help more creators find clear words that sell.

Chapters

• 0:00 Rediscovering StoryBrand 2.0
• 0:24 Why Messaging Beats Features
• 0:52 Be The Guide, Not The Hero
• 1:20 The Jargon Trap
• 2:22 A Clearer Way To Explain Value
• 3:43 Make Actions Obvious

Transcript

SPEAKER_00: 0:00

Years ago, I read Donald Miller's Story Brand, and many of you are probably aware that he came out with Story Brand 2.0. I have recently gotten this book and I'm diving back in as my I am going through a brief brand with my podcast. And I want you to potentially read this if you haven't. It's important that we're getting really clear in our messaging because a lot of times I hear from people, well, my my product isn't selling. It people don't want it. And my questions are always well, what does this sales sequence look like? And how are you promoting it? And how what is your sales page? Like, is it well written? Often our words do not clearly convey our message, what we are trying to help them solve. And I think that this is something really important. You've heard me for years, ever since I read Donald Millage's story brand the first time, I talked about his idea of how he says, you were meant to be the guide to your people. You're not the main person, you're not the focus. They don't need to know about all your story. They need to see themselves and how you are going to guide them through fixing the problem that they have. So you need to be really clear on this. Now you can know the problem. And what I have recently found with a lot of clients is that we have a tendency to use words that are niche specific that we within that niche know about. And when we do that, we often can confuse our audience because they may not know what that word means. I recently had a conversation with a client who was telling me exactly what she did. And she was talking about the nervous system and talking about how she improved. She's a sexologist and she helps improve the sexual relationship between a couple. And she was using all these words, and I kind of looked at her and I was like, you need to dumb it down for me. And I said, And I'm pretty like, I'm not a dummy. I'm pretty smart, I would think. But there were words she was using that I didn't know what she was talking about when she was telling me about fixing the nervous system and what communication issues that she needed to fix. She was using all of this like terminology that I didn't know what she was talking about. And instead, she said to me, I help women who feel like when they are in a certain stage with their partner that even the slightest touch, they don't understand why they're uncomfortable with it or don't want it or are not in the mood or whatever it might be. And she said it's often because there's a communication issue, there's something that has happened between the two of them where they're angry about it, and therefore it becomes an issue intimacy for their intimacy. And I looked at her and I said, that makes sense. We need to talk about that because it is, it's dumbing it down for our audience. And I know that seems like I'm just telling you that your audience isn't smart. And I'm not telling you that. What I'm telling you is they don't use those words. I've had others that talk about hypervigilance. And at the time, I had to quickly Google off to the side, hypervigilance, what is she talking about? Recognize what it was immediately in dumbed down words. That is what we have to make sure that we are doing. When we speak to our peers, so someone that is in our industry, that's fine. But if you're trying to help someone that in your audience they have a problem with this, they don't know what those words mean, then you've lost them. They're gone. They're on to finding someone else that can help solve their problem. So you have to really start to think about how you can make your words as clear as possible, in as least amount of words as possible. We want to make it easy because we don't want them to have to work to understand. The more that they have to work to understand what we're talking about, the less likely they are to stay or to take our offers. We want it to be as clear as day what we are talking about, who it is meant for, how it solves their problem, and how to get it with a call to action. What are the next steps? Make that as clear as possible. And this is something that I plan to work on within my own business. And I think it's important that we come back to it often because we can often get into the thick of it within our businesses and not look at our copy that we've had for five years when we might have pivoted, we might have changed a little bit, we might have been using different terminology or figured out a better way to explain it. So if you haven't read Donald Miller's Story Brand 2.0, I'm gonna give you homework and I want you to read it. Listen to it, start listening to his podcast. He's always someone that's been very clear about what he's talking about, and he makes it easier for marketers that are trying to get their message across so that they can increase their revenue.