As a rule of thumb...
Your copy should be “simple yet significant.”
Because if it’s not simple, the majority of readers won’t get it.
And if it’s not significant, the majority of readers won’t remember it.
This short article cites 4 tactics that will make your copy simpler and 5 tactics that’ll make it more memorable.
You can use these tactics...
To make your next email, slide deck, landing page, social post, article, or press release better.
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4 ways to make your copy simpler:
1. Use short, everyday words, like “use” instead of “utilize.”
This will make your message easier to read and understand.
2. Use bullets or numbered lists.
This will make long copy more digestible.
3. Use the “Return” key to create white space.
This will make long copy less intimidating.
4. Use parentheses.
This will give your reader a little break (some “eye relief” as the late, great Gary Halbert called it).
5 ways to make your copy more significant:
1. Tell a story.
This will help the reader remember your message.
2. Say something surprising.
This will also help the reader remember your message.
3. Ask a question, then immediately answer it.
What will this do? It’ll give the reader a quick wave of satisfaction, which is engaging.
4. Write in the second person, using the word “You” often.
This word will jolt your reader, refocusing her attention each time she sees it.
5. Provide rich, specific detail whenever possible.
This will make your copy more believable, more plausible in the reader’s mind.
Obviously not a comprehensive list here.
Just a handful of simple-yet-significant tips.