As a copywriter, whether for an ad, brochure or website, it is critical that it gets read and understood. KISS copy uses short, easily understood words, short sentences and simple concepts. Tell your whole story but do it in as few, universally understood words as possible.
Anything that gets in the way of your message being read is a big no-no! Avoid distracting layouts and designs. Avoid words whose meanings are not unmistakably clear. When readers come across an unfamiliar, overly long or difficult word or phrase their concentration is broken. Once broken in this manner, they often abandon their connectionwith your marketing or advertising message.
A Trip Through Desk Barn Makes You Feel Just Like A School Kid
Next time you're in Desk Barn try this. Walk through the store aisle by aisle. We think you will find that, like most grown-ups, you are drawn to all the fun things we stock. The neat pens, books and white boards… the fresh, crisp, clean pads… the frames and art tools… stands to show off your best work… a cool desk set and, of course, the snacks. Make your work fun for a change. The fun starts at Desk Barn!
Did you notice? The copy consists entirely of one-syllable words. So do yourself a favor - "eradicate excessive polysyllabicism immediately!" and your copy will produce better results.
Interested in checking out my book, The Seven Deadly Sins of Marketing? Click here to read the first five pages.