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
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About Ryan M. Healy
Ryan Healy is a direct response copywriter. Since 2002, he has worked with scores of clients, including BoostCTR, Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, has been featured in publications like Feed Front magazine, and is a regular contributor to WordStream.com, BoostCTR.com, and MarketingForSuccess.com.
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Any books, guides or suggestions on how to learn how to write plain language? Or in other words, how to un-learn corporate speak?
Jude – You might want to look for “The Art of Plain Talk” by Rudolf Flesch. If I remember right, Ted Nicholas recommends this book in his seminars, and I have heard that David Ogilvie recommended this book, too.
Otherwise, you might want to deliberately read authors that appeal to a very big audience. You might want to read Hemmingway or Stephen King. I'm not a big fan of either (probably has something to do with their choice of subjects), but, generally, you will find their style of writing to be very down-to-earth and plain-spoken. I will say that I do very much like King's “On Writing.” I have the unabridged audio, and that gives you a nice feel for how plain writing (or speaking) can sound and feel. I will pre-warn you about the language in the book, though. It's in there. Not for the kiddies.
Ryan – Great post, as usual, and a great reminder about what our jobs are. :-)
Jude – Even though Claude Hopkins wrote way back in the 1920s, I find his writing to be very plain.
I intentionally try to write as plainly as he did. If you read My Life in Advertising or Scientific Advertising, you'll see what I mean. Good style to emulate.
Ryan
Nice post – Simplicity is the ultimate sophistication. – Leonardo da Vinci
I most certainly agree. As long as I keep my messages, simple, to the point, and with empathy, I will always get a response. I do this two ways though:
1) I visualize that I am talking to a friend across the table at a coffee shop. In this perspective, my messages come out as conversations. I avoid the lingo and just write out how I would talk to my friends and family. Isn't our conversations very simple and easy to understand in that kind of atmosphere?
2) I also think as if I am writing to an person I haven't seen in years. Think about someone you were really close to. You have some news you want to tell them or just update them on how things are. That type of writing is more emotion based, simple and easy to read as well. The bonus to this is it can also get very descriptive and full of detail. After all, you don't wanna leave any information out if it's important for that friend to know, right?
Hopes this adds to the topic. Later everyone.
I most certainly agree. As long as I keep my messages, simple, to the point, and with empathy, I will always get a response. I do this two ways though:
1) I visualize that I am talking to a friend across the table at a coffee shop. In this perspective, my messages come out as conversations. I avoid the lingo and just write out how I would talk to my friends and family. Isn't our conversations very simple and easy to understand in that kind of atmosphere?
2) I also think as if I am writing to an person I haven't seen in years. Think about someone you were really close to. You have some news you want to tell them or just update them on how things are. That type of writing is more emotion based, simple and easy to read as well. The bonus to this is it can also get very descriptive and full of detail. After all, you don't wanna leave any information out if it's important for that friend to know, right?
Hopes this adds to the topic. Later everyone.
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