The more we know about the things that we do, the more complicated our language becomes.  It becomes  industry specific and filled with jargon.

Then when we want to try and impress people and show them what we know through copy, we use lots of jargon.

And we end up confusing the everybody who reads it.

A confused mind doesn’t buy.

Copywriting should Engage not confuse.

This is because the person on the other side is listening from a place of not knowing what we’re talking about. They’re listening from a place of complete new understanding. 

If we want to connect with somebody in that state of new understanding, we have to use language that’s simple.    If we use complex language, they have to both decipher the language and the ideas. 

To make ideas accessible, we use simple language that people can relate to. 

As they come along on the journey, as they start to see what’s real in your world, as they begin to learn about the topic, then you can use more interesting, more complex, more jargony language later on. 

From the beginning, it has to be clear and simple. How do you know if it’s clear and simple?  You ask a 10-year-old. 

If a 10-year-old can understand what your copy is saying, if they can explain to you what you’re trying to communicate, you’ve got it right.  Your copy should be clear enough for a 10-year-old to understand. 

So, find a 10-year-old, show them your copy, and see whether or not it lands

Posted in Aphorism and tagged