Messaging & Comms
MC–01
3 steps · practice + test
The problem
Make the language easier. Don't quietly change the promise.
The technique
Say it. Simplify it. Check it.
Say it.
Before changing the wording, make sure you understand what the statement actually means.
Who's responsible? What's being proposed? Who does it apply to, and who qualifies? Are there conditions, costs, or limitations that matter?
If you can't explain the original statement, don't rewrite it yet. Find out what it means.
Simplify it.
Replace insider terminology with words people use in everyday conversation.
Untangle long sentences. Name who's doing what, if the original says. Shorter isn't automatically clearer: keep the extra words a condition or limit needs.
But don't add promises, outcomes, or details that weren't in the original.
Check it.
Compare the rewrite with the original, using the questions below.
Then check whether someone unfamiliar with the issue understands what you're saying.
This confirms your rewrite matches the original. It doesn't confirm the original is true.
Step 3 · Check it
Compare the rewrite with the original:
Did you preserve who's responsible?
Did you preserve what's being proposed?
Did you keep the important conditions or limits?
Did you accidentally turn a goal into a guarantee?
See it work
Before
The campaign draft
I support establishing a streamlined review process for residential building permit applications, subject to existing zoning requirements and applicable safety regulations.
After
A clearer version
I support making the review process for residential building permits simpler, while keeping existing zoning and safety rules in place.
The trap
A rewrite that goes too far
I'll cut the red tape so homeowners can get their permits approved faster.
Why it works
The clearer version
Replaces bureaucratic language with ordinary words while preserving the proposal's zoning and safety conditions.
The trap
Promises faster approvals, which the original doesn't guarantee. A streamlined review process isn't necessarily an approval shortcut.
One final check
Does "simpler" accurately describe the proposed change? If the campaign can't establish that, it needs different wording.
Watch the small words
Notice what the clearer version doesn't say. The draft never names who reviews permits, so the rewrite doesn't either. Writing "the town" would assume who's responsible. "Residential" stays as written, because swapping in "homeowners" would narrow who the proposal covers.
Your turn
Here's a fictional campaign statement. Rewrite it as though you're explaining it to a neighbor at a backyard barbecue. Keep it conversational.
Make sure your version preserves these facts
1
The town is proposing a plan, not guaranteeing immediate replacement.
2
Equipment would be replaced in stages.
3
Each year's work depends on budget approval.
4
Required safety assessments still apply.
Practice space
Nothing you type here is saved or sent anywhere. Copy your rewrite before you leave the page.
Rewrite this sentence
The town proposes implementing a phased replacement schedule for aging playground equipment, contingent upon annual budget appropriations and required safety assessments.
Check your rewrite
- Is it easier to understand than the original?
- Does it keep the same commitments, conditions, and limits?
- Did you avoid adding promises or facts that weren't in the original?
Now test it
The Backyard Barbecue Test
Show your rewrite to someone unfamiliar with the issue. Ask:
"What do you think the town is actually promising to do?"
Listen without explaining what you meant. If they think every playground will be replaced next year, something important got lost. Revise the wording and try again.
Optional
The 3-Second Audit
For a short headline, campaign sign, or social media graphic, show the wording to someone briefly. Ask what they understood or remembered. If the central point isn't clear, consider simplifying it.
This is a quick comprehension check, not a universal rule for explaining complicated policies or proof that a message works with voters.
Cautions
Before you use it
Keep the qualifiers
"May," "proposed," "eligible," and "subject to" are information. Cutting them turns a narrow or uncertain plan into a broad promise.
Watch the small substitutions
Small word swaps can change meaning. Check every substitution against the original.
Check the source
A plain-language rewrite still needs to be accurate, and matching the original isn't proof the original is right. When the source is unclear, incomplete, or disputed, verify it before publishing. Simpler words don't fix uncertain facts.