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Sales Skills / Tell Stories That Sell / Lesson 20
LESSON 20 · TELL STORIES THAT SELL

Use Simple Words and Short Sentences

Practical ways to use simple words and short sentences, because clarity is a form of kindness.

Short sentences travel farther. Simple is smart.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Simple words travel farther
TIP 1

Simple words travel farther

Short words and clear sentences are easier to hear, understand and pass on to other people.

TRY THIS
Edit your last message.
Photo for the tip: Keep sentences short
TIP 2

Keep sentences short

Aim for under fifteen words most of the time, so each sentence carries one clear idea.

TRY THIS
Count words in a paragraph.
Photo for the tip: Prefer active voice
TIP 3

Prefer active voice

We deliver on time is clearer and stronger than delivery will be made on time.

TRY THIS
Rewrite one passive sentence.
Photo for the tip: Give each sentence one idea
TIP 4

Give each sentence one idea

Stacking several ideas into one sentence forces readers to work harder and lose the point.

TRY THIS
Split a long sentence in two.
Photo for the tip: Use the word you would say to a friend
TIP 5

Use the word you would say to a friend

Natural everyday language sounds more honest and human than formal wording.

TRY THIS
Replace one formal word.
Photo for the tip: Read aloud to find long sentences
TIP 6

Read aloud to find long sentences

Where you run out of breath, the sentence is usually too long for the reader too.

TRY THIS
Test your proposal opening.
Photo for the tip: Cut filler words
TIP 7

Cut filler words

Words such as very, really and basically add length without adding meaning.

TRY THIS
Delete three from a paragraph.
Photo for the tip: Use concrete nouns
TIP 8

Use concrete nouns

Specific words like invoice or phone call paint a clearer picture than general words like process.

TRY THIS
Swap one vague noun.
Photo for the tip: Keep paragraphs short
TIP 9

Keep paragraphs short

Three or four lines per paragraph make text feel easy and inviting to read.

TRY THIS
Break up a block of text.
Photo for the tip: Vary the rhythm
TIP 10

Vary the rhythm

Mixing short and slightly longer sentences makes your writing flow naturally.

TRY THIS
Read a page and adjust.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

SHORT

“It saves time.”

PLAIN

“We make it easy.”

CLEAR

“Here is how it works.”

CHECK

“Is that clear?”

THANKS

“Thanks.”

SIMPLE

“Let me put it simply.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Count words per sentence
DAY 2
Cut sentences over twenty words
DAY 3
Replace long words with short ones
DAY 4
Read your text aloud
DAY 5
Use a readability tool
DAY 6
Ask a friend to mark confusing parts
DAY 7
Rewrite one email

Further reading

  • Building a StoryBrand (Donald Miller)
  • Pitch Anything (Oren Klaff)
  • Made to Stick (Chip Heath and Dan Heath)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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Next lesson: The Message Test: Can They Repeat It? →

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Tell Stories That Sell”

Keep going. Small steps every day make a big change.

← Previous: Make the Benefit ObviousNext: The Message Test: Can They Repeat It? →

  1. Why Stories Beat Statistics
  2. The Simple Story Shape: Problem, Struggle, Win
  3. Make the Customer the Hero
  4. Find Stories in Your Everyday Work
  5. Keep It Short, Keep It Real
  6. Add One Vivid Detail
  7. End Every Story With a Point
  8. Collect Stories While They Are Fresh
  9. The Before, During and After Story
  10. Use Real Numbers Honestly
  11. Tell a Story Like Your Customer Would
  12. Match the Story to the Buyer
  13. Case Studies People Actually Read
  14. Ask for Testimonials Without Awkwardness
  15. Your Ten-Second Introduction
  16. The One-Sentence Pitch
  17. Cut the Jargon
  18. Lead With the Problem You Solve
  19. Make the Benefit Obvious
  20. Use Simple Words and Short Sentences
  21. The Message Test: Can They Repeat It?
  22. Open With a Hook
  23. The Three-Point Presentation
  24. Slides That Support, Not Distract
  25. Demo the Result, Not the Features
  26. Use Pauses Like a Pro
  27. Handle Questions Mid-Presentation
  28. Close Your Presentation Strongly
  29. Hold the Room Without Shouting
  30. Use Your Hands and Eyes
  31. Control Your Pace Under Pressure
  32. Recover From a Slip
  33. Pitch to One Person or Twenty
  34. Pitch Over Video With Energy
  35. A One-Page Proposal That Wins
  36. Open With Their Problem, Not Your Company
  37. Show Options: Good, Better, Best
  38. Make Pricing Easy to Understand
  39. Add a Clear Next Step
  40. Proofread Like a Professional
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