Everybody says this… but it bears repeating. If you reduce the number of words your readers have to endure to get your message, you’re way ahead of the game.
It worked for Hemingway, and it works for advertising and marketing writers. When you simplify, you not only communicate better, you make your readers think you’re *smarter*. Stanford University did a study on this, in fact. Those who write with both shorter sentences and shorter words are perceived by their audiences as more intelligent than those who use more elaborate and sophisticated means. It sounds counter-intuitive, but it’s true.