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Dumb Down Your Copywriting

April 16, 2008

Dumb Down Your CopywritingOk, before a bunch of people flame me, let me clarify what I mean, because my intent was not to offend anybody.

I read a great article today on Copyblogger.com, titled, "How To Be a Copywriting Genius:  The Brilliantly Sneaky Trick You Must Learn."

My takeaway from the article is simply that you need to connect with your reader and make it easy for them.  They are busy so you have to tell them the action that you want them to take or what you want them to look at.

Sounds simple right?  But many of us don’t do that.  We spend hours on our copy and then cut corners in the end or don’t ask for the next step.

I’ve seen this with sales people.  They spend hours, weeks and even months trying to close the sale but they never really get around to asking for the sale.  At some point you have to be willing to pull the trigger.

I’ll give you an example from an offline situation to illustrate the need to dumb down the copy. 

By-the-way, I do not intend for you to think that I am implying that your reader is dumb.  My point and the point made in the post on Copyblogger.com is that the customer, prospect and reader are really busy and they just need some direction.  That’s all.

Ok, back to the example.  In the past I ran a team of people that basically ran numbers, identified trends and would present it to the business owners.  So, my team would send out the information in a spreadsheet before the meeting.  What happened?  Nothing.  Attendance was bad at these meetings and people didn’t pay attention.

To combat that, I would tell the members on my team to dumb it down.  This was not an insult to the business owner, but just a better way to present the information.

Our solution was to consolidate and in a few lines tell the business owner’s what the spreadsheet said.  Attendance is up, the meetings are productive and they are much shorter.  Everybody is happy.

Dumb It Down is just a figure of speech.  If I was forced to say it politely, I would re-phrase it as a summarization of the information.  This concept works for your readers.  Make it easy, and they will reward you with more clicks, more purchases, and more money in your paypal account. 

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Written by gmeares · Filed Under Blogging, Copywritng, Featured 

Comments

One Response to “Dumb Down Your Copywriting”

  1. Andy Bailey on August 13th, 2008 4:38 am

    I read something similar a while ago and it really does make sense, I do a lot of affiliate work and help train people on the phone and it really does help to simplify things for the listener if you don’t try and blind them with facts and figures and other details , important not to forget to actually ask them if they’d like to buy/rent/try etc. either!

    Andy Bailey’s last blog post..Taking a break!

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