The one guiding strategy I follow when developing marketing copy for coaches, speakers, and authors is to keep things as simple as possible.
The most effective tactic you can use to leverage this strategy is to write marketing copy that is built around simple words and short sentences.
One of the oldest sayings in the world of copywriting is, “Simple words and short sentences sell,” and it really is true.
It’s true because short words and simple sentences make marketing copy for your books and programs quick and easy to read. And no matter how sophisticated your audience is, they’ll never complain that your copy is too easy to read.
One way to keep your sentences simple is to place periods where you might normally place commas. With marketing copy, it’s perfectly fine to start sentences with connecting words such as and, but, so, and because.
This writing technique keeps your sentences short and sweet. It also gives each of your thoughts its own individual stage.
To view an example of this tip and learn more about why simple marketing copy sells, click through and check out this week’s Quick Answers to Copywriting Questions video.
Your audience wants to be able to read your marketing copy quickly. Make this easy for them by keeping your copy simple.
Here is an example that follows my “simple words and short sentences” guideline. It’s from marketing copy I wrote for the book, Five Minutes for Fundraising, by author Martin Leifeld.
In Five Minutes for Fundraising, Martin Leifeld reveals insights that have helped him raise nearly $500 million dollars for non-profit organizations.
Through his experience and wisdom you’ll gain the skills you need to …
- Ask for major gifts with ease and confidence
- Understand how to build key donor relationships
- Assess and optimize your fundraising abilities
- Establish practices that align with other successful fundraisers
Five Minutes for Fundraising removes the fear that comes with trying to secure large gifts from influential donors. So you can make an impact and leave a memorable, lasting legacy.
Even though the copy in this example is straightforward in its style, it hasn’t been “dumbed down” or oversimplified. It’s easy to read and in its simplicity it still delivers a high level of detail.
The next time you write marketing copy for your books or programs, I encourage you to go easy on yourself and keep things simple!
Until next week, take action and make things happen!
Will this post make it easier for you to write strong but simple marketing copy? Please leave a comment and let me know!
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