Advertising and marketing work best when messages are easy to understand.
Still, if you’re marketing or selling something more complex than soap or beer, you might struggle to get your message across.
Here are five things to try as you write your own copy:
1. Write directly to your reader. Use your imagination. Give the customer a name, and try to come up with your ideal client’s mental, physical and spiritual perspectives. Then address her directly. This will help you make your point in words she can understand.
Here’s an example:
Advertiser-oriented copy: The objective of the daily cash accumulation fund is to seek the maximum current income that is consistent with low capital risk and the maintenance of total liquidity.
You-oriented copy: The cash fund gives you the biggest return on your investment with the lowest risk—and you can take out as much money as you like whenever you want.