Dumb Down Your Copy

I've written about this before, but I'm revisiting this topic again, because I can't emphasize this enough:

You need to KISS, when it comes to copywriting.

KISS is an acronym for "Keep It Simple Stupid."

There are several theories about its origin, but I first heard of it many years ago when I began my sales career.

Basically, the KISS principle is a maxim invoked as a reminder to avoid unnecessary complexity.

For example, when dealing with a problem, there exists a frequent tendency toward complexification that can lead toward solutions that are far more burdensome than the problem itself, or clever solutions that don't handle unusual cases within that problem domain.

The KISS principle is a suggestion to avoid both. According to KISS, the method used should be as simple and straightforward as possible.

This especially applies to copywriters.

If we're not disciplined, it's easy to get lost in our own words and ego's.

However, copywriting isn't about impressing readers with your astonishing vocabulary - quite the contrary. You should always write for the common man or woman.

Because whether you realize it or not, you're on the clock with readers. Tick, tick, tick. Don't bore them into clicking away.

Did you know that the Wall Street Journal is written so that it can be understood by readers with an eighth-grade education?

It's true. When you read this highly respected business publication, you'll find that potentially unfamiliar terms are always explained within an article and repeatedly defined from one issue to the next.

Also, article sentence structures are simple, not complex.

The editors of The WSJ know that simplicity and clarity are more important in communicating effectively than impressing their readers with an overly sophisticated vocabulary and writing style.

Copywriters can learn a valuable lesson from the editors of the WSJ.

That lesson is, when you’re communicating with prospects - Keep It Simple!

Write so most seventh or eighth graders will understand what you're saying. Use five cent words instead of five dollar words.

Don’t try to write like an English teacher. Write the way you speak.

In closing, "Dumb down" your copy. It may be the smartest and most lucrative thing you’ll ever do.

Dale King is the owner of the new Internet Marketing website, GuruKnowledge.org

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