The well known Readers Digest uses Grade 4 language – easily understandable by the masses. (That’s why people say, “Just give me the Readers Digest Version.”) Newspapers are written for people at a Grade 5 level to understand. 1in 4 Canadian adults are considered illiterate, and it’s even worse in the United States.

When you see the deplorable grammar and spelling people use in texts and emails and on social media, it’s not hard to believe that most North Americans are semi-literate. They watch TV and can’t stop talking and eating, but most never read books and find it very difficult to express themselves in writing. The average IQ in North America is 97. (67 in Sub-Saharan Africa). Add to that the amount of people who don’t have English as their home language or can’t even speak English, and you see what I mean.

The dumbing down of the masses has been purposefully accomplished by the powers that be because uneducated, illiterate people are easy to lie to, manipulate, con, and control.

So when we present our opportunities to people in flowery, elaborate, complicated terms that they don’t understand, they don’t want to appear stupid, so they just say, “I don’t like it, I’m not ready, it’s not for me, I can’t afford it, it’s a scam…,” whereas, if they UNDERSTOOD it, they would probably join you and help you build a profitable business.

The key is to keep your presentation simple – VERY simple. Easy and fast (like their food) is good. They’re impatient and in a hurry and want to see results fast or they lose interest and run after the next shiny thing.

In this article by Leon Watson in The Telegraph, he writes, “Humans have shorter attention span than goldfish, thanks to smartphones. Are you so distracted by your smartphone that you struggle to concentrate and miss out on things? The average human’s attention span is… oh look, a bird! According to scientists, the age of smartphones has left humans with such a short attention span even a goldfish can hold a thought for longer. Researchers surveyed 2,000 participants in Canada and studied the brain activity of 112 others using electroencephalograms. The results showed the average human attention span has fallen from 12 seconds in 2000, or around the time the mobile revolution began, to eight seconds. Goldfish, meanwhile, are believed to have an attention span of nine seconds.”

Quick, easy to understand bullet points and sound bites in simple language is important. Show the RESULTS people can get and how long it will take. Tell them how much time it takes.

Put your brain on hold, imagine you’re talking to a nine or ten-year-old, draw pictures, use video, use simple words and excitement (like television advertisements do) – imagine you are tweeting a message to cut out any extraneous language. And don’t use the word, “extraneous.” You have EIGHT SECONDS for each stage. See an example below.

Robin Elliott