What Teaching in a Maximum Security Prison Taught Me About Communication

I teach marketing inside a maximum security prison, which comes with some unique challenges. This experience has reinforced one thing I’ve said all along. If you’re in marketing you know most important lesson isn’t about logos, social media or branding. It’s about knowing your audience. 

Know Your Audience

Much of the academic marketing advice out there assumes a corporate environment. But that’s not who I’m teaching. Many of my students won’t go back into traditional jobs when they’re released. Instead, they’re planning to start businesses. Corporations often won’t hire felons.

How does this change what I teach?

The examples I use.
The language I choose.
The strategy I teach.

Because if your message isn’t aligned with your audience, the content doesn’t land no matter how “polished” it is.

When the Typical Marketing Language Gets in the Way

This is where I see people get tripped up when communicating. They use what they assume to be the “right” terminology, which is often full of jargon, complex words, and assumptions.

Your audience may not understand it.

Early on in the class, I realized much of the academic language was getting in the way of the actual concepts. Students were struggling with the basic business vocabulary. Words like:

• Niche
• Overzealous
• Agile
• Discernable

So I changed it.

• I used simpler words.
• I gave clearer examples.
• We had more discussion so they could apply what I was teaching.

It’s the same principle only with better understanding. After all, if your audience doesn’t understand your marketing, will it work?

If a tree falls in the forest and no one hears it, did it fall?

Constraints Force Clarity

There are severe limitations with teaching in a maximum security prison. I can’t bring any materials inside. No phone, no paper, no manipulatives. They don’t have access to the internet during class. I can bring a pen and my knowledge.

So everything has to work within:

• YouTube videos
• Slide decks
• The textbook
• In-class discussion

That’s it. When you can’t rely on tools, you have to rely on clarity.

Remember: Clear is kind. 

The Real Lesson

This applies far beyond that classroom. Most people are communicating, creating content, writing emails, or building strategies based on what they think makes sense. They base it on their own understanding, which may be far greater than their audience’s understanding. They forget to provide, or even understand, the context.

They use:

• The language they’re comfortable with
• The examples they understand
• The format they prefer

And then wonder why it doesn’t connect.

What is Marketing?

Marketing isn’t just:

• Strategy
• Platforms
• Content
• Channels

It’s translation. It’s taking what you know and delivering it in a way your audience can actually receive, understand and apply.

Leadership Communication Lessons

If your message isn’t landing, it may not be because your ideas are wrong. Look at how you’re delivering it. The most important part of marketing isn’t necessarily the message. It’s whether your audience can understand it.

I talk often about how communication, positioning, and audience awareness shape how messages are received. It’s a core part of both marketing and Leadership Linguistics. If you’d like to learn more, subscribe to my newsletter!