The Power of Language: Communicating Complex Ideas to Gain Buy-In and Investment
- truthaboutlocalgov
- May 30
- 4 min read
In local government, we often find ourselves at the intersection of expertise and influence. Whether you're an officer presenting a new policy initiative or a member advocating for a community project, your ability to communicate effectively can make or break your proposal. The challenge? Translating complex, technical knowledge into language that resonates with a diverse audience—without diluting its value or patronising your listeners.
Why Language Matters
When you're deeply immersed in a subject, it's easy to forget that others may not share your baseline knowledge. Your passion, fuelled by years of experience and study, can lead to the use of jargon, acronyms, and technical descriptors that, while accurate, may alienate or confuse your audience.
“Language is the dress of thought.” – Samuel Johnson
This is particularly true in local government, where stakeholders range from elected members and senior officers to community groups and residents. Each group brings a different level of understanding, interest, and investment in the topic at hand. The language you use must bridge these gaps—not widen them.
The Expert’s Dilemma
As an expert, your knowledge is your strength. But it can also be a barrier.
Imagine you're a climate change officer proposing a new carbon reduction strategy. You might be tempted to talk about “Scope 3 emissions,” “carbon offsetting mechanisms,” or “GHG protocol frameworks.” These terms are second nature to you—but to a councillor with a background in housing or a resident concerned about rising energy bills, they may be meaningless or even intimidating. The result? Disengagement. Or worse, resistance.
As one senior officer put it:
“I’ve seen brilliant ideas fall flat because the language used made people feel stupid. If they don’t understand it, they won’t support it.”
The Risk of Overcomplication
Using complex language can feel like a way to assert credibility. After all, if you sound knowledgeable, people will trust you—right? Not necessarily.
Research in behavioural science shows that people are more likely to trust and support ideas they understand. If your language is too dense, your audience may tune out, feel excluded, or assume the proposal is too complicated to implement. Even worse, they may feel embarrassed for not understanding, which can lead to defensiveness or disengagement.
This doesn’t mean you should “dumb down” your message. Rather, you should aim to clarify it.
Avoiding the Pitfall of Patronisation
On the flip side, oversimplifying or using overly casual language can come across as patronising—especially when speaking to colleagues who are experts in their own right, just in different fields.
The key is to strike a balance:
Respect your audience’s intelligence, but don’t assume their familiarity with your subject.
Use analogies and examples to make abstract concepts relatable.
Check for understanding without making people feel tested.
As one local government leader shared:
“The best communicators I’ve worked with are those who can explain something complex in a way that makes you feel smarter—not smaller.”
Strategies for Effective Communication
So how do you walk this tightrope? Here are some practical strategies:
1. Know Your Audience
Before you speak or write, consider:
What is their level of familiarity with the topic?
What are their priorities and concerns?
What language or framing will resonate with them?
Tailoring your message doesn’t mean changing your facts—it means presenting them in a way that connects.
2. Use Plain English
Plain English is not simplistic—it’s clear, direct, and respectful. It avoids unnecessary jargon and focuses on what matters.
Instead of saying:
“We’re proposing a multi-modal transport strategy to reduce NOx emissions in line with the Clean Air Framework.”
Try:
“We want to improve public transport and reduce air pollution to make our town healthier and easier to get around.”
3. Tell a Story
People remember stories more than statistics. Use narratives to illustrate your point:
Share a case study from another council.
Describe a resident’s experience.
Paint a picture of what success looks like.
Stories create emotional engagement, which is key to buy-in.
4. Use Visual Aids
A well-designed chart, infographic, or map can convey complex data more effectively than a paragraph of text. Just make sure your visuals are:
Simple and uncluttered
Clearly labelled
Contextualised with a brief explanation
5. Invite Questions and Feedback
Encourage dialogue, not monologue. Ask:
“Does that make sense?”
“Would you like more detail on any part?”
“How does this align with your priorities?”
This shows respect and helps you gauge understanding.
6. Test Your Message
Before a big presentation or report, test your message with someone outside your field. If they can explain it back to you clearly, you’re on the right track.
Language as a Leadership Tool
In local government, leadership isn’t just about making decisions—it’s about bringing people with you. Language is one of your most powerful tools for doing that.
Whether you’re seeking funding, approval, or community support, your ability to communicate clearly and compellingly can determine your success.
As George Orwell wrote in Politics and the English Language:
“If thought corrupts language, language can also corrupt thought.”
In other words, unclear language can lead to unclear thinking—and poor decisions. But clear, inclusive language fosters understanding, trust, and action.
Final Thoughts: Communicate to Connect
Being an expert is a privilege. It means you have knowledge that can make a real difference. But with that privilege comes responsibility—the responsibility to communicate in a way that empowers others, not alienates them. So next time you’re preparing a report, a presentation, or even a conversation, ask yourself:
Am I making this easy to understand?
Am I respecting my audience’s perspective?
Am I using language that invites engagement?
Because when you get the language right, you don’t just get buy-in—you build relationships, trust, and momentum. And that’s how real change happens.
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