I Like Your Plain Language
After speaking with a potential client for an hour, he told me he was really glad that I hadn’t used the word “deliverables.”
He also said, “I like your plain language.”
That really struck me because plain language is really what copywriting is all about. It’s about writing like you talk. Not in a fancy way either, but in a plain way that is easy for people to understand.
There’s no room for miscommunication when you’re trying to make a sale.
Unfortunately, what a lot people do is write to impress. They use big words. They write long, hard-to-follow sentences. And then they wonder why their copy doesn’t bring in new customers!
One of the keys to good copy is using plain language. Don’t use a ten dollar word when a nickel word will do.
And always, always look for ways to clarify and simplify your sales message.
-Ryan M. Healy
