Let me ask you a question…
Do you enjoy reading difficult sentences?
How about complicated words that you can barely grasp the meaning of?
I’m guessing your answer is no. Nobody is blaming you. We understand because we secretly all feel the same way.
As a matter of fact, even the most educated people like to write and read simple words (even when they claim they don’t).
Still not convinced? Let me explain by taking a closer look at the reasons to write your copy to the sixth-grade level…
Simple language means clear communication
If my primary language was Chinese, you wouldn’t understand this post. If you’d try, you’d get very frustrated because I can’t communicate with you properly.
Well, your customers feel the same way when you use words and phrases that they can’t understand. It’s like a foreign language to them. And if your potential customer does not grasp the meaning of your copy, how can they possibly be persuaded? That’s right, they can’t be.
Now tell me, how would you feel if you’d visit a website and this is how they explain what they do?
“We innovatively maximize business potential through sophisticated logistical processes”
Most likely, you don’t feel any emotion. If anything, you are just more confused than before you visited their site.
Do not try to impress your website visitors with difficult words. It does not work. Put clarity first. It’s a lot more persuasive than trying to confuse people into buying from you.
Simple Words Are Easy To Read
Let me tell you something: it’s hard to write in simple language.
For most people, this is hard work. They’re tempted to use words that don’t belong on a website. Why?The answer is simple: it’s the exact opposite of what they’ve learned in school.
Copywriting is simply salesmanship in print. You are the friendly salesman helping them to make a choice. And a salesman doesn’t use difficult words to impress you into a sale, doesn’t he?
He answers every question, counters your objections, gives you all the information you need to know and tells you about the benefits…all in a way you can easily make sense of it. Are you beginning to see how this works?
Easy Reading Saves Your Visitors Time
Necessity has caused us to be lazy readers and scanning geniuses. We can’t afford to plow through long, complex sentences and paragraphs.
How do you enjoy reading this?
“Because of our time complications and the expeditiously increasing speed at which our society is moving, it has become essential to avoid complex and long sentences that cause hindrances in our lives.”
It takes you longer to read and I’m beating around the bush while saying the exact same thing. Bottom line, it sucks. Wouldn’t you agree?
We’re already being overloaded by text all the time. By making your writing easy to read, you’re doing your readers a big favor.
Over To You
So how about you? What’s your personal opinion about hard, complex sentences? Do they make you feel like you are smart when you grasp the meaning of them or do you think they are just a big ‘ole pain in the ass?
I’d love to take the discussion further in the comment section below. 🙂