Practical Sales Training™ > Wordplay > Circumlocution
Circumlocution
Most people think more words mean more value. In sales, the opposite is true. The more words you use to say something simple, the harder your buyer has to work. And buyers who have to work too hard just walk away.
Circumlocution is the habit of taking the long way round. Instead of saying what you mean, you wrap it in extra words that sound important but add nothing. It happens in emails, proposals, pitches, and websites every single day.
The fix is not to sound basic. It is to sound clear. Because clear is what sells.
What Is Circumlocution?
Circumlocution means using more words than you need to say something simple. The word comes from the Latin for “talking around.” That is exactly what it does. Instead of going straight to the point, it circles around it.
For example, “We kindly request that our valued guests refrain from bringing their four-legged canine companions into this establishment” is circumlocution. “No dogs allowed” says the same thing in three words.
In everyday life, it can sound polite or formal. But in sales, it creates confusion. Buyers do not want to decode your message. They want to understand it instantly.
Why Does Circumlocution Happen?
It usually happens when people try too hard to sound impressive. Instead of saying “We help businesses grow,” they say “We provide strategic, results-driven, performance enhancement solutions.” It feels polished. But it says very little.
Sometimes it comes from fear. Fear of sounding too simple. Fear of being judged. So people pad their language to sound more expert. As a result, the message gets buried and the buyer loses interest.
Remember: syllables are expensive. Every extra word costs your buyer attention. And attention is the one thing you cannot afford to waste.
Why Does Circumlocution Damage Sales?
Clarity builds confidence. When your message is easy to follow, your buyer feels comfortable. But when it is hard to follow, they feel uncertain. And uncertain buyers do not buy.
Circumlocution also makes you sound less sure of yourself. Simple, direct language signals confidence. Wordy, padded language signals the opposite. So even if your offer is strong, unclear messaging undermines it.
There is also a practical cost. If your buyer cannot repeat back what you do, they cannot refer you, champion you internally, or make a fast decision. Complicated messaging slows everything down.
How Can You Use Circumlocution In Sales?
You use this concept by spotting it and cutting it out. Audit your sales materials and ask: is there a shorter way to say this? In most cases, there is.
Say It Plainly
Replace “leveraging innovative frameworks” with “using smarter tools.” Replace “facilitating stakeholder alignment” with “getting everyone to agree.” Plain language lands faster and feels more honest.
Cut the Filler
Remove empty phrases like “in order to,” “going forward,” and “as per our conversation.” These add length but no meaning. So cut them and see if anything is lost. It won’t be.
Check for Instant Clarity
Ask yourself: would my ideal buyer understand this in one read? If you have to think about it, the answer is probably no. Rewrite until the answer is yes.
Read It Out Loud
If it sounds stiff or awkward when you say it, it will read that way too. Read your copy aloud and simplify anything that trips you up.
Choose Short Over Long
Fewer, sharper words carry more weight. When you have a choice between a short word and a long one, pick the short one every time.
When Circumlocution Works Best
There are rare cases where longer phrasing serves a purpose. In legal or formal documents, precise language matters and brevity can create risk. Similarly, in sensitive conversations, a softer approach can help.
But in sales messaging, pitches, emails, and proposals, directness wins. Your buyer is busy. They skim. So the faster your message lands, the better your chances.
When you strip circumlocution out of your copy, you will often find the core message was good all along. It was just hidden.
When Circumlocution Becomes Dangerous
It becomes a real problem when it hides your offer. If a buyer cannot tell what you do, what it costs, or who it is for, they will not ask. They will just move on.
It is also dangerous in proposals. A buyer who cannot follow your logic will not approve it. However clear you think you are, if the reader is lost, you have lost the deal.
The biggest risk is that you do not notice it. Circumlocution creeps in slowly. You read your own words and think they make sense. But that is because you already know what you mean. Your buyer does not.
Common Circumlocution Mistakes
Confusing Length With Value
A longer proposal does not signal more effort. It signals less clarity. Buyers do not reward length. They reward answers. So cut anything that does not move the message forward.
Using Jargon as a Shield
Technical language can feel safe. But it often hides a weak message. If you need jargon to sound credible, the underlying point probably needs more work.
Padding to Fill Space
Empty phrases like “it is worth noting that” or “in light of the above” add nothing. Instead, delete them and go straight to the point. Your reader will thank you for it.
Mistaking Formality for Professionalism
Formal language is not the same as clear language. You can be professional and plain at the same time. In fact, plain language often reads as more confident, not less.
Circumlocution – An Example
Here is a classic case. A sign reads: “We kindly request that our valued guests refrain from bringing their four-legged canine companions into this establishment.”
That is twenty words. But “No dogs allowed” does the same job in three. The long version sounds polite. However, it makes the reader work harder for no reason. In a sales context, that kind of friction adds up fast.
The best communicators do not use more words. They use the right ones. Because when your message is clear, your buyer can say yes faster.
See Also
- 25+ wordplay techniques that work (and sell)
- 60+ ways to lose the sale
- The Feynman Technique
- Overly Fancy Name
