Lauretta Ihonor, Content Strategist, Talks To Us About The Importance Of Plain English

Are your technical specs, product pages, and marketing campaigns getting lost in translation? For CMOs and CTOs in highly specialised fields like technology and engineering, relying on industry jargon to sound authoritative is a common trap—one that actively alienates your buyers and users. In this episode of Digital Marketing from the Coalface, guest Lauretta Ihonor—a medical doctor turned journalist and digital content strategist—joins Alex to decode why "Plain English" is your ultimate competitive advantage for standing out in a crowded market.   Discover how translating complex, technical information into accessible language isn't about "dumbing down" your innovation, but rather meeting your audience exactly where they are. This episode provides actionable strategies to help technical and marketing leaders build brand trust, improve digital user experiences, and confidently secure executive buy-in.   In this episode, you will learn about: The Plain English Advantage: Learn why aiming for a 9-to-11-year-old reading level increases engagement, and how to use technical terms intentionally without cluttering your message with unnecessary jargon. Context Over Quantitative Data: Why relying purely on SEO data tools like Semrush is a trap. Discover how to leverage Reddit, competitor reviews, and micro-expressions in user testing to uncover what your audience actually cares about. Personas vs. 'Jobs to be Done': Why deeply understanding who you are speaking to dictates the success of your messaging far more than the task they are trying to accomplish. Formatting for Digital Real Estate: Practical rules for structuring online content—using shorter sentences, bullet points, and strategic white space—to combat shrinking attention spans and high bounce rates. Securing Stakeholder Buy-In: How leaders can convince resistant executives to invest in content and user testing by directly tying these communication strategies to core business objectives, user acquisition, and revenue. Listen now to stop talking past your audience and start building true brand loyalty.