It’s a problem a lot of marketers and copywriters face…
Or maybe it’s just a habit of us humans – but we have a tendency to presume that everyone already knows what we’re talking about.
In marketing, presumption is a huge killer!
Just because you may be an expert, does NOT mean that everyone else is…not even those who you think are your perfect target market.
So instead of presuming…it’s better to assume that people know much less than you think they know…and the reality is it’s even less than that!
The best way to get your message across without going over your prospects heads is to apply the K.I.S.S. factor in all of your marketing messages…
K.I.S.S. stands for….
The KISS factor applies to all things educational….because when something is simply explained, we can understand it better.
Copywriting essentially is this…to educate people about an offer that will make their lives better.
People are lazy…so if something is too complicated for them, it’s easier to just skip it and move on to the next thing.
It’s the same thing with your copywriting…when your prospect sees your offer….your words…they have to be able to understand it quickly or else it’s out with your ad and in with the next.
– Here are some tips to keep your copywriting simple…
- Use simple vocabulary…one rule I and other copywriters live by is to make sure the vocabulary is simple enough for a junior high school student. Especially when you’re writing about a topic with a lot of specialized terminology, you still need to choose words that a complete beginner to that topic can understand.
- Use short sentences…and space out your lines. I mentioned white space and other design tips in my last post..but again, people would much prefer to read short sentences than long ones. The less they have to think, the more chance you have of keeping their interest.
- Present the offer clearly…for what it is. Call apples, apples…oranges, oranges. If you’re trying to twist words around to make it sound more appealing…or hid something to create mystery…it can have the opposite affect. Your prospects just want to know what it is they’re getting and how it’s going to help them. They don’t care about how fancy you can string your words together.
- Keep it precise. Stay on topic. The moment you go off on an unrelated topic, you’ve lost them. This includes writing too much as well. One great copywriter once said something like “each line of copy is there only to urge people to read the next line” so be careful of writing anything that will throw your prospect because you miss the mark with just one off-target line of copy!
KISS is important to remember in copywriting and all aspects of marketing.
There may be times when you feel stupid writing such basic copy but the copy is not there to entertain you or feed your ego….instead it’s to educate your reader about the benefits and to urge them to take action as simply as you can.
To your success,