Have you ever become frustrated or annoyed because the person or people you are talking to, don’t seem to get what you are saying? I recall many years ago, so many I don’t like to think about it, a co-worker told me that her husband, who was a city official, was popular because “he came down to the people.” It took me a long time to understand what she meant. It was not an insult and her spouse did not think his constituents were dullards. He simply knew when not to use $20 words and when $3 words will do.

Whether you’re talking to one person or addressing an audience of thousands, the same basic rule applies make sure you’re getting your message across. How?

Become the person you are talking to. What does your “audience” want to hear? Expect to hear? Need to hear? Anticipate how your listener may respond to your message so you can tailor your words appropriately.

Know what you want and expect. Don’t describe a problem unless you know what you expect the other person to do about it. You may not require a dramatic action—sometimes a simple nod or “I understand” is all that’s necessary—but having a clear goal can help shape your message.

Anticipate potential questions and obstacles. These may be physical (a sight or hearing impairment), cultural (English may not be the other person’s first language), historical (you and the other person don’t get along), or something else. When possible, think through how you can overcome these barriers: a phone call or an e-mail message; emphasizing common ground; more often than not, simple straightforward language will work.

Confirm their understanding by asking for a paraphrase. People may not be happy with your message, but make sure they understand what you’re saying or asking—and what you’re not saying or asking. Ask them to paraphrase your main points, encourage them to ask questions, and be ready to repeat and clarify your message as needed.