Use Shorter Words & Sentences
Using big words doesn't make you sound smart. They make you harder to understand for your customers and prospects.
Short works because:
- it's easy to read
- quick to grasp
- less time thinking
- sounds more human
- sticks in the back of your mind (does 'just do it' ring a bell?)
Think of the differences in these two sentences:
"We're implementing a new customer acquisition strategy."
"We're finding new ways to get customers."
The first one requires me to think too much about what's really being said and the second? The second example is clear and snappy and gets the point across my bow much faster.
I'm a fan of using clear, everyday words in marketing copy and try to avoid jargon whenever possible.
A fun trick is to say what you just wrote out loud - that helps you not sound like a corporate asshole.
When you're writing sentences, try to stick to one idea at a time and cut-out the filler words.
Your sentences will be broken up in a good way and easier to digest for readers.
It's the difference between:
"Our innovative solution provides enhanced productivity capabilities for enterprises."
vs
"Our tool helps businesses work faster."
Everyone is busy. They skim and take in the high-points and make a decision about what you do in a few seconds. Make those seconds count by using your words wisely.
Clarity always wins and short words and sentences get you there faster.