The importance of simplicity

Apr 18, 2004

Good copy uses simple words to make a great impact. The greatest things ever spoken were all made of simple words. Whatever you write, keep it simple. The last thing one expects of a sales promotion message is confusion. If you let your hair lose, unleash your wild stallions of creativity, and write something that can only be understood amidst the upper echelons of the intellectuals, you may create a literary masterpiece, but not a sales copy for which your client plans to pay you.

Always speak the language of your listener (unless you can induce them to learn your language).