If you want your written marketing to be as impactful as it can be, it needs to be easy to understand. The situation really is that simple.
But what if you have a naturally complicated writing style or are just struggling to communicate the benefits of a complex or intricate product straightforwardly?
Well, that’s when the below three tips may come in handy.
If you’ve ever actually tried to read the ‘corporate’ pages of certain companies’ websites, there’s a good chance that you will have found them a good cure for insomnia. As for why that’s the case, well, one reason is probably that such pages aren’t addressed to the average consumer anyway.
So, when you do want to make an impact with your written copy, make sure you address the reader. Imagine who your typical customer might be, and treat them like an actual person, as if you were talking to them in a pub.
Use the word “you”, and point out to them the great benefits of your products or services – in other words, the reasons why they should care about your company at all.
Some of us are naturally ‘long-winded’ writers. We seem to end up writing four or five lines, where one line would probably do. Well, you’ll need to quell that particular tendency with this tip.
It’s as simple a thing as being conscientious about the lengths of your sentences and taking every step possible to break them up. Look back at that overlong sentence and consider where you can use a full stop (.), semi-colon (;) or em dash (—) to add what may be much-needed punctuation to your written words.
A good rule of thumb is to aim for an average sentence length of 14 to 16 words, although 20 to 25 should also work well enough. It’s when your sentences creep up to 40 words or more that they become unreadable.
Everyone seems to know the principle ‘Keep It Simple, Sweetie’ (or ‘Keep It Simple, Stupid’ – that’s the version that appears most in Google, let’s be honest). But how many of us follow it in our writing?
Remember that in marketing, the whole point is to communicate with people who are not you and are unlikely to be interested in your taste for big, fancy words. They don’t need to be ‘impressed’ by your rich vocabulary of technical or industry-specific jargon. They just need to know what makes your product or service relevant or useful to them, and they’re unlikely to be reading for long if you don’t put that in simple, easy-to-understand terms.
Don’t use the word ‘diminutive’, for example, when you can say ‘small’, and avoid acronyms unless you’re sure that your target audience would immediately understand them. If you’re in doubt as to what constitutes ‘jargon’, ask your child or grandmother to read it, and they’ll quickly point out what’s clear about your text and what isn’t.
So, there you have it – just three great ways to make your copywriting simpler and easier for your audience to understand. It’s a vital thing to do if you want to get more of the right people to take an interest in and ultimately purchase from your company.