“We get fancy when we get nervous that people won’t think we are smart/good enough. It messes up our efforts to serve, and thus, to make money. People are buying because they need help, not because they want to validate you.”
Chris Brogan says that marketers often defer to language that justifies the company and the products. “They write from the fear that others will think they’re not worth it.” If your product or service genuinely solves a customer’s problem, you don’t need to validate yourself. Find clarity in the way you serve others to normalize your writing style.