Dumb = Complex. Smart = Simple.

There’s a killer tweet floating around that nails a universal truth: “Dumb people admire complex language. Smart people admire simple language.”

Why simplicity sells

In copywriting, clarity beats complexity every time. The goal isn’t to impress—it’s to express. If Richard Feynman could explain quantum physics in plain English, you can sell a SaaS tool without using “synergistic optimization frameworks.”

Why it works

• Simple words = faster comprehension
• Clear copy = more trust
• Short sentences = higher readability
• Straight talk = instant connection

Examples

• Apple: “Think Different.” Simple. Iconic.
• Nike: “Just Do It.” No fluff, all punch.
• Basecamp: “Running your business is hard. We make it easier.”
• Stripe: “Payments infrastructure for the internet.” Clear as day.