Why Smart People Sometimes Write Confusing Pitches

How insider thinking makes pitches harder to read

Believe it or not, some of the most confusing pitches editors receive come from very smart people. Founders, executives, analysts, experienced PR pros — people who know their subject deeply.

Ironically, it’s that depth that’s often the problem.

When you understand something too well, you stop noticing what others don’t know. You skip context, use internal, jargony language, and compress logic.

The pitch makes sense to you, and it feels obvious. But to me, the editor, it feels like walking into the middle of a conversation.

Expertise Can Create Friction

Inside a company, the story has already been discussed, debated, and refined. Everyone involved understands: