Why you should use short, simple words in your sales copy

I want to share a quick, but important copywriting tip today.

When you write sales copy – no matter what media it will be used in – use as simple and small words as you can.  I’m sure you’ve heard the saying “keep it simple stupid” (KISS)…

Well…this applies to copywriting, too. Write your copy so that even an 8th grader can understand it. Your prospects will have different levels of understanding, even if you think they don’t.

So don’t use long complicated words when you can use a short, simple one instead.

For example, you can use person instead of individual – or use buy instead of purchase.

Many writers use complicated words in their copy, and the only thing that does is make them sound very literate and educated, which in itself isn’t bad, but the primary purpose of your copy is to persuade your prospect to take a certain action, not impress them with your knowledge of the English language.

The other thing to keep in mind is this – use some industry words or jargon your specific target market understands. (Just make sure your readers definitely know what that jargon means) They also need to believe you know what you’re talking about before they will trust you enough to be persuaded.

If your readers don’t understand your copy or don’t believe or trust you, your copy’s chance of success will be slim to none.

Any thoughts?

I’d like to know.

To get more information about writing effective sales copy, about this post, marketing advice, or about my direct response copywriting services, e-mail me or call me at 603-686-5140.

And visit www.webcontentNH.com for help with Website design, writing SEO copy, e-mail marketing, or other online marketing strategies.

To your marketing success!

Merrill Clark
Website and Marketing Copywriter

2 thoughts on “Why you should use short, simple words in your sales copy

  1. Merrill

    Great comment Grace…

    I see that you get my point…

    In one of his seminars, world renowned copywriter Herschell Gordon Lewis recited “Mary had a little Lamb” in long, complicated words, half which I didnt even know what they meant, exept from the context of the poem.

    It was so funny, I was practically in tears!

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