It’s the best thing you can do for it. But, in case acronyms aren’t your strong point, I don’t mean you should print out your copy and plant a big smacker in the middle of the page. No. In this instance KISS stands for keep it simple stupid.
I don’t want to insult anyone so let’s drop the ‘stupid’. However, you should very much bear the rest of it in mind.
Keep it simple
What I mean is this.
The more understandable your copy – the easier it is to read and digest – the more effective it will be.
Forget all about blue sky thinking
Get rid of the jargon. Your copy may seem awfully clever to you, hitting all the buzzwords and pushing all the right buttons.
But, no matter how clever, it isn’t going to sell any products or services if there is only you who can understand it. If your customers can’t understand or relate to the copy why would they buy anything?
Ducks and solutions
I have worked with some marketing directors and company CEOs who love their copy to be stuffed full with marketing speak.
They talk about ‘solutions’ and ‘opportunities,’ they enthuse about ‘pushing the envelope’ and ‘putting their ducks in a row.’
Basically, they talk bollocks. But, let’s not allow that MBA or expensive marketing seminar go to waste. Why write a sentence of good, honest, plain English copy when you can write three paragraphs of jargon filled waffle?
What your customers really want to read
To buy a product, or to sign up for a service, your customer needs to understand what the product or service is and how it will change their life.
They need to be told this in language they understand and by copy they can scan quickly by picking out the killer points they are interested in. The things that will convince them to press the ‘buy’ button.
But, they won’t do this if they can’t understand what you are saying to them or if they have to make a mental effort to interpret your dense jargon.
Make it easy for your customer to click ‘buy’ by making it easy for them to understand what they are buying and why they should buy it from you.
Jettison the jargon, cull the gobbledygook, and weed out the waffle
I do accept there are times when very technical writing is required. If you are selling particle accelerators to nuclear physicists feel free to ignore the above. Otherwise:
Keep it simple 🙂
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