"[3] As Born Ruffians confirmed the upcoming release of the album, they announced their intentions for the new album: "If Born Ruffians’ 2008 debut album Red Yellow and Blue was the result of a talented and precocious gang of freshmen, their 2010 follow-up, Say It, would be the project they left school to finish — a declaration that they’re smart and ambitious enough to make it on their own, and furthermore, that they’re in it for the long haul.

"[4] Of hopes for the album, Luke Lalonde said, “We don’t want to leave little mistakes on, we want to make it sound pretty clean and pop-music friendly.

We’re trying to make a hit record but in the most genuine way-- We just want it to sound like us live … but better.”[5] The album's name emerged after a rift among the band's members.

'So Say It has a lot of lyrics about communication and the difficulties of articulating ideas … like I’ve had talking to you this whole time,' Lalonde says.

Drowned in Sound stated that it was "much more cohesive than its predecessor" and "a much improved piece of art" compared to Red, Yellow & Blue.