Plain Language and Marketing Copywriting Have More in Common Than You’d Think

I recently completed a course on marketing copywriting through LinkedIn Learning—and I was surprised by how familiar it all felt.

As a plain language editor, I’ve often faced tricky decisions when editing marketing or social media content. Sometimes, making a message clearer means cutting a catchy headline or replacing fun jargon with more straightforward language. It can feel like marketing and plain language are at odds: one wants to hook you, the other wants to clarify.

Imagine my surprise when I realized that marketing and plain language actually share a lot of the same basic principles!

• Both use language to connect with people and share ideas.

• Both aim to engage an audience, convey a clear message, and inspire action.

• Both share a fundamental goal: making written content easy to understand and act upon.

Here are a few similarities I noticed between the Marketing Copywriting course and plain language writing principles:

The audience comes first. Effective communication starts with understanding the reader’s needs.

Simplicity builds connection. Simple, everyday words allow you to connect with your reader. Jargon and confusing acronyms cause readers to disengage from what you’re saying.

Scanability is key. Readers scan before they read, so a logical flow, clear headings, and short paragraphs enhance understanding.

Visuals enhance understanding. People absorb information in different ways. Thoughtful images and graphics can increase engagement.

Give a clear next step. Tell readers what you want them to do. Have a clear call to action that your readers can follow.

I’m using these principles to help me build Insight to Impact Consulting, a communications consulting company grounded in Knowledge Translation and Plain Language. My goal is to help you translate complex ideas into clear, compelling communication that inspires your audience to take action.

Want to make your writing or communication more inclusive, effective, and impactful? That’s exactly what I help organizations do.

Send me a message via my Contact Form to learn more about how Insight to Impact can make your message clear, impactful, and audience-ready.