The illusion of effort & why some marketing works because it feels simple.

You know the moment. You’re scrolling, half-distracted.

And then a line stops you. It’s not groundbreaking. It’s not trying to be.

But it hits. Feels obvious in a good way.

You nod. Maybe even smirk. You don’t need to read it twice.

That’s fluency.

And it's one of the most underrated psychological biases in marketing.

Because while we’re out here writing essays in our ads, the messages that stick? They glide.

They feel true not because they’re complex, but because they’re easy.

Effortless to read. Effortless to understand. Effortless to say yes to.

Now think about the last time you read a CTA three times and still didn’t know what it was asking. Exactly.

The Psychology of Fluency Bias

Our brains love shortcuts.

And fluency bias is one of the sneakiest and most powerful ones.

In simple terms, we’re more likely to believe, remember, and act on things that are easy to process.

It’s not just preference. It’s perception.

Fluent = familiar. Familiar = trustworthy.

This is why:

• Rhyming slogans sound more true (“If the glove don’t fit, you must acquit”)

• Clear layouts convert better than cluttered ones

• Short, punchy subject lines get more opens

• And fonts matter! The harder something is to read, the less we want to deal with it

There’s science to back this up.

Daniel Kahneman breaks it down in Thinking, Fast and Slow, calling it System 1 vs System 2 thinking.

System 1 is fast, intuitive, emotional.

System 2 is slow, analytical, effort-heavy.

Marketing speaks to System 1. Because if something feels easy, our brain decides it must be right.

Even when it isn’t.

Simplicity Isn’t Basic, It’s Strategic

Let’s get one thing straight: simple doesn’t mean stupid.

Simplicity is clarity. Simplicity is momentum. Simplicity is strategy.

In fact, the more effortless something feels, the more work likely went into making it that way.

As usability expert Steve Krug put it: “Don’t make me think.”

Because the second you do? You lose me.

Think of how Apple launches a new product. It’s never “revolutionary cross-device integration with enhanced processor capabilities.”

It’s: “Say hello to the future of work.”

That’s not dumbed down. That’s distilled.

Oatly nails this too, absurdly simple packaging copy like “It’s like milk but made for humans.” It’s casual, yes. But strategic? 100%.

Even political campaigns get it: “Yes We Can.” That’s not just a slogan - it’s an identity, an invitation, a chant. And all in three words.

Where Marketers Go Wrong

Let’s be real: half the time, we’re not writing for the audience. We’re writing to impress other marketers.

That’s where it starts to unravel.

We over-edit until the copy is technically perfect but emotionally flat.

We cram in features because we think more words = more value.

We treat every CTA like a chance to be clever instead of clear.

And the design?

Three fonts. Five buttons. Seven different messages screaming for attention.

(“Click here.” “Learn more.” “Also, check this out!”)

No wonder people bounce.

Here’s the ego trap: when we’re trying to sound smart, we usually stop making sense.

But clarity isn’t dumb. It’s disarming.

It builds trust because it respects the reader’s time and their brain.

So if your campaign reads like it’s trying too hard… it probably is.

Strip it back. Say what you mean. Let the message breathe.

Simple doesn’t undercut your strategy.

It sharpens it.

How to Build Fluent, Frictionless Messaging

A few things to run your copy through before you hit publish:

✅ One idea per sentence. Don’t stack messages like Jenga blocks.

✅ Shorten your headlines. If the big idea isn’t obvious, it isn’t working.

✅ Trim the fat. Cut the jargon, the shit, the “solutions-oriented innovative digital-first approach” nonsense.

✅ Use visual hierarchy. The important stuff should shout. The rest can whisper.

✅ Say it out loud. If it’s awkward to say, it’s awkward to read.

✅ Do the slide test. Would your headline work on a billboard flying past at 60km/h? If not, back to the whiteboard.

💡 Mini challenge: Take one paragraph from your website. Rewrite it with 30% fewer words - no lost meaning, just tighter messaging.

(Spoiler: it’ll probably sound better, too.)

Say less, mean more.

The best marketing isn’t trying to prove anything. It’s just easy to trust.

It feels right. Feels smooth. Feels… obvious, in the best way.

Simple isn’t lazy. It’s strategic.

Fluency makes people nod along before they even know why.

If it reads easy, it converts easier. And if it doesn’t? You’ve still got a few things to trim 😉

Need help simplifying your message? Let’s cut the clutter and find your sharpest line. Book a call!