During my years as an editor, during which I sent out hundreds of briefs to other writers, I learned a really valuable lesson about communications.

The lesson was this: anything that can be misinterpreted will be misinterpreted, because what’s in your head is never in anyone else’s head.

So if you want someone to understand your communications, you need to remove all traces of ambiguity.

That’s why the best marketing uses clear, precise language. That’s why the best marketing is impossible to misunderstand.