Let Your Copywriting Reflect You

The purpose of marketing is to sell.
I could end this article there as those seven words sum up what’s about to follow. If you want to sell to someone what do you think would work best?
Complex, jargon filled copy that makes your head hurt
Simple language that is easy to understand
If you put your hand up to the first one, give up now. Marketing is not for you. But if you opted for the second one, you’re bang on target.
The downside of complexity
Throughout my career I’ve heard all sorts of arguments about why a company’s marketing copy should be complex and jargon filled. The usual one is that it is for B2B selling, therefore it has to sound eloquent and superior because it will be going to senior management who are well educated.
I’m going to let you into a secret here. No matter what pay scale your reader is on, they are normal people. In fact the higher up the scale they are the less time they are likely to have to read your sales copy. So, a simply written, jargon free piece will go down much better that a jargon infested hyperbole-fest which will take an age to wade through.
The upside of simplicity
If your sales copy is simple, it is easy to understand and absorb. If it is laden with jargon free benefits, your reader will be able to see at a glance that your product/service is ideal for them.
Utilising simple, everyday language is the copywriter’s most powerful tool. Your reader doesn’t have to work to gain the information they need and, with a strong call to action, they’ll know exactly how to get in touch with you.
I know what you’re saying “but I want my business to come across as a large concern rather than a small office”. You can still achieve that through basic language. You can create illusions through the careful choice of words – “we” sounds bigger than “I”; when talking about your company’s vehicles use the term “fleet” because it conjures an image of size. But be careful about portraying yourself as a large business. Many people look for small, local companies because, for them:
SMALL COMPANY = GREAT SERVICE, A FAIR PRICE, BEING SEEN AS AN INDIVIDUAL
Blinding people with science will not get their respect or admiration. I’m sure they’ll have feelings for you which are the complete opposite.
So don’t get hung up on using multi-syllabic words, or excruciatingly long sentences. The most successful sales copy and web copy is simple. Shall I say that again – simple.