What separates good communicators from bad communicators?

The answer is clarity.

Good communicators deliver a message that’s crystal clear, while you never know what a bad communicator is saying. 

Good communicators use short words, rather than big fancy words you’d need a dictionary to understand. 

They use plain, everyday English, rather than complicated business jargon. They use short, crisp sentences that get straight to the point. 

So if you want your marketing to be effective, you need to do the same. Simple words, simple sentences, simple English.