Why Short and Simple Words Speak Volumes

I once had a client who said they’d hired me as their copywriter because they wanted me to make them look intelligent.

Needless to say, once the content was written, they were most disappointed to see that I’d used simple words.

‘But I thought you were supposed to make me sound intelligent.’

No, a copywriter does not exist to make their clients sound intelligent; they are there to convey the benefits of your product/service simply and clearly so that it can be understood by everyone.

Using ‘big’ words doesn’t make you sound intelligent. All it does is create something that can be difficult to read and looks as though you’ve tried to hard.

Why use the word ‘procure’ when ‘get’ is much clearer. And you don’t have a ‘compulsion’ you have a ‘need’.

Come on guys, it’s not rocket science.

Yes, this is a very short post, but it doesn’t need to be any longer.

Simple words are far more effective. So ditch the thesaurus.

Thanks for listening.