When preparing marketing and advertising material, take the time to see and hear things from your customers’ points of view. As a knowledgeable supplier, there is a tendency to write copy and present information from a technical or industry lingo standpoint.
When writing copy for any ad, website, brochure, etc., remember that your customers may not have a technical or detailed understanding of your products and services. You need to help them understand in terms that really mean something to them – as it relates to their needs and priorities. Focus on what you can do for them, not a technical detail of your proposition. Spell things out using clear simple language. Actually, I heard that a good rule of thumb to follow is to write copy at a Grade Nine level.
Do not fall into the trap of thinking that big words and complicated language will build an image of professionalism and intelligence – people will just turn off. The mark of truly effective advertising and marketing is the ability to convey issues to the audience in a manner that is interesting, relevant and meaningful, that can be digested quickly and easily.
Someone once said: “The most valuable of all talents is never use two words when one will do.” This is a good practice for writing good advertising and marketing material.
If you, or whoever writes the copy at your company cannot achieve this in your advertising and marketing communications, then find someone who can, or you will be wasting a lot of your advertising effort and investment. When in doubt, always use the KISS method; keeping it simple is best for your prospective customers.