Last Wednesday, as part of our series on writing better web copy, I talked about the cave man brain and how you should tailor your copy to resonate with that part of the brain.  This is such an important concept, I thought I’d pick up where I left off.

Speak simply.  Do you ever stop and think while you’re writing, “What’s a better word for ‘x’?”  If you find yourself doing this, then you’re probably writing copy that’s lofty and is over your customers’ heads.  A good rule of thumb is to write copy so that a 7th-grader gets it.  Now you may be thinking that you have a really sophisticated audience and that they’d be insulted by your dumbed-down writing but they’ll appreciate it rather than being offended.  When you write in a way that’s simple and easy to understand, more people get it.  Now I could have said more people comprehend it but there’s no need to puff up my writing.  Were you insulted when I said people get it rather than comprehend it?

Around the office we enjoy a funny website that “unsucks” complicated, over-thought business jargon and tells what it really means.  Why use the phrase “core competency” when you can just say that you’re skilled?  I get a lot of résumés and most of them have puffed-up language.  It’s obnoxious.  You don’t want your website design to sound like a résumé so keep it simple.

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How to Write Easy-to-Understand Website Content: Part 4

Last week as part of our Wednesday series on writing better web copy, I ended by talking about how you should even avoid using jargon when speaking to people who would typically understand that jargon.  Here’s why.  One of my favorite marketing books called Neuromarketing talks about how our brains are wired.   It talks a […]