With clarity comes the ability to make better decisions and without it, you're just like every other CPG Brand.

Every CPG Brand project I have completed always ends up hitting the same nail.

The misconception of complex wording with trust.

We often associate people who use complicated words with intelligence and trust.

But wait.

Let's be honest with ourselves now.

Imagine if someone came up to you on a fine Sunday morning and said:

"Today we’re going to talk about the crossover and intersection between environmentalism, social justice, and education. In combination with raising awareness, leveraging your platform and influence and investing in a sustainable future."

If this wasn't displayed in text, would you truly want to continue listening to this buzzword of a human?

If yes, here's a medal🥇.

But for the rest of us, the last thing we want to spend our braincells on is trying to "decipher" and "elucidate" every single word they say.

Now imagine if your customers read:

• "Centella Asiatica"
• “diglycerides”
• "conjugated linoleic acid"

And not:

• "accelerates skin barrier repair"
• "reduce body fat accumulation"
• "helps reduce fatigue".

If you plainly put those substances' names without pairing them with their benefits, your customers feel exactly how you felt after reading that excerpt above.

English is a vast language. Use it to communicate clearly.

Source: Sisneo Bioscience