In writing marketing copy, I’ve written to PhDs and I've written to plumbers. I have written to those who are highly educated and I have written to people who haven’t graduated from high school.
Creating powerful copy without confusion
What I’ve learned is that to have the most powerful copy and the highest readership, your copy should be aimed at the ninth-grade reading level. Never use complicated words or words that may not be commonly known.
When in doubt, take it out
When I edit copy I’ve created for my clients, I often strike a word that I previously thought might be understood by my target audience. You don’t want any word that will slow down the reader, cause the person to stop and think about what the word might mean or get a false impression of what you're trying to say.
Remember, don't use complicated words. Keep the copy simple even to the most educated or sophisticated audience.
If you need help creating direct response copy for your next direct marketing campaign, please contact me at 310-212-5727 or at inquire@cdmginc.com. Also, let me know what you think of this article; was it helpful? Would you like to see more information about this topic?