Do you ever look at a website, advertisement or marketing piece and wonder what it is all about?
I know that I do.
It takes time and effort to simplify marketing messages.
This does not equate to dumbing the copy down.
By making it simple, I am referring to the way in which your copy conveys your ideas into the reader’s mind.
Subject experts understand a product or service inside out.
When you read their explanation of what their product or service does, it can make you feel seasick as your mind is turned inside out by their convoluted explanations.
Just because they understand it, it does not mean that we can understand it.
Copywriters and marketers spend a great deal of their time clarifying complex product and service descriptions.
This is part of what I do, every day, with my clients and copywriting workshop delegates.
When you write, write quickly.
Then edit your copy.
Then read it slowly and ask yourself: would a non-expert understand this?
