Have you ever read a website and it just seemed to “stiff” or “formal” to you?
Or you felt like they were talking over your head, using a lot of buzzwords and lingo you didn’t understand?
Me too.
That leads to this little tip that will REALLY help your copy make more sales (or generate more leads, or whatever you need it to do)…
Keep it simple! Yes, even “dumb it down”.
Copy should read like conversation; it should flow naturally and be easy to listen to (or read).
By the way, this does not mean your readers are “dumb” (they’re not). It means they are busy and distracted: simplifying your copy respects your reader’s time.
Using big words and jargon might sound impressive, but it won’t get you sales. Which would you prefer?
Use strong, punchy words. Write simply and clearly.
Read Strunk & White’s Elements of Style – and follow its advice.
Avoid jargon.
{ 1 comment… read it below or add one }
Hi from Brisbane, Australia.
Yep, I agree. YOU MUST keep itsimple!
I forget who it was, (Hemmingway?) but someone once said “I would have written you a shorter letter, but I didn’t have time”. It is so true!
Writing SIMPLE copy (Or, as you have said here, ‘dumbing it down’), is a real challenge. Jargon is just so easy to slip into, and you can lose your readers in a flash.
Interesting observation. Or should I say, “great article”!
Jeremy Crockford.