It just happened again.
I’m reading, but I’m not getting it. Maybe if I continue to read, all will become clear.
I feel dumb.
Obviously, there is something I’m missing. It’s my fault. I’ll read it again.
Nope, still not getting it.
The pictures look great, nice web design. Looks like a trustworthy company.
Keep your money, Chris. Maybe somebody can explain it to me later (if I remember).
Sorry friend, you’ve just lost the sale.
It’s so easy to get caught up in the jargon, the industry short-hand, the acronyms—especially in a technical field. But you have to remember that your audience is not entirely made up of people exactly like you. Your prospects will not become customers or clients if they don’t understand what you’re saying.
We might know our widgets from our thingamajigs. That doesn’t mean every reader will. The person who wants the thing isn’t always the person who decides if it should be bought. Sound familiar?
If you can’t pre-qualify your audience before presenting your message, then you are going to need to take the time to explain a few things. You won’t lose customers by making your copy too clear, but you just might by making it too complicated. Keep things simple and clear at all times.
Now don’t think I am expecting you to dumb your copy down. This is not about writing for children. Just get a second opinion, preferably from a non-niche-geek. Perhaps from your Mom or Dad, your spouse, or your assistant.
Maybe even Grandma—the ultimate test.
A confused prospect is unlikely to make you their first choice, and odds are the sale is lost forever at that point. Plus, you want to convey the impression that you are someone who is easy to work with, and unwieldy copy at first interaction is not getting off on the right foot.
Hey, if you make your message easy to understand, it becomes not only easy to buy from you, it’s also easier for others to spread the word. That’s the word-of-mouth bonus you need for spectacular growth, and simplicity is the key.
Simple ideas simply work better. What can you simplify today?
Subscribe to Chris Garrett’s blog to get more blogging, copywriting and marketing advice plus a free ebook on creating flagship content.