The way things are going I reckon in ten or so years, I’ll be writing sales letters in crayon.
Nothing more advanced than grade two level.
This way, I won’t get too clever for the masses. Oh, and don’t forget to do it in 140 characters or less…any more, the old attention span of the audience wanes.
Okay, I’m exaggerating, a little… but the fact is, people are getting dumber. Trust me on this. They’re getting lazier too.
When the copy I’m writing is targeted at the masses, I sometimes find myself writing words that are above the markets’ ability to understand. So I’m ruthless in my second draft. I cut out words and slash phrases like a drunkard pirate swinging his favourite cutlass.
It’s a lesson I was taught right from the start.
Halbert always preached to get a sixth-grader to read your copy. If the kid stumbles somewhere then cut it out. Good lesson to take on board.
Today, it’s even more important. You may think with all this new technology people are getting smarter. What I see around me proves otherwise.
It gets back to the basics of message to market match.
For example: If I’m targeting a more affluent and sophisticated market, I use words and phrases that not only appeal to certain buying hot buttons such as ego and status, but words and phrases they are accustomed to hearing. But even with this market, my second draft is all about clarity… is all about distilling my copy into its most concise and simplest form.
Instant clarity is my aim.
Love to hear your comments.
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