Simplicity - The Secret to Successful Copy
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What would you say the secret of successful copy is? Many people would say accuracy or personality. And others may say conversational copy.
While all of those things are important in many ways, what really is the secret of successful copy?
The answer is simplicity.
It may come as a surprise, but when you think about it, simplicity is probably one of the most important words, not just in business, but in life.
We all want life to be simple, easy, and stress-free. And yes, you may be thinking that life is the exact opposite of that! It can be stressful sometimes, for sure! However, we crave simplicity and clarity in all areas of our lives, so why would our copy be any different?
Okay, so it may be easy to say, “keep your copy simple.” But how?
What do we need to do (or not do) to keep our copy simple and make a success of our business?
Well you’re about to find out, because I got you covered.
Let’s break down a few things you need to do to keep your copy simple and see why simplicity really is the secret of successful copy. We will cover:
Why simplicity is the secret of successful copy
How to keep your copy simple and be successful
The KISS principle
Read the short version of this blog in this Instagram post.
Why is simplicity so important in copywriting?
Why do we stress the importance of simplicity? What is it about simple copy that makes a business successful?
Simply put (see what I did there?), having copy that is easy to read means the world to those reading it. Simple copy helps readers:
Get the point straight away
Understand you as a business owner
Get clarity on what you will do for them
That’s what readers want (whether they consciously know it or not).
They want to know what you do and how you can do for them in a short space of time. That is why simplicity is key. As soon as your copy gets a little overwhelming or redundant, they stop reading.
Copy is successful when it keeps readers reading. Copy is successful when it keeps them involved and leads them to action.
That’s exactly why simplicity is the secret ingredient of successful copy. When your potential readers can get clarity and get to the point, you are on to a winner.
But how can I create simple copy? There’s so much information I need to include! How can I make sure I convey the important parts of my business at the same time as keeping my copy simple?
HOW TO KEEP YOUR COPY SIMPLE AND BE SUCCESSFUL
To keep your copy simple, you really need to cut out the fluff. Cut out all the unnecessary information.
Keep in mind that this does not mean cutting out what makes your copy engaging. You still want to inject personality into your words and create conversational content.
However, it’s important to make sure you write about the important stuff - what your readers need to know - in a way that creates a relationship with them.
Here’s what you can do...
Cut Out Redundant Information
As mentioned above, try to write with your purpose clearly in mind and avoid adding in extra content that detracts from the main theme. Write as if you’re having an IRL conversation in your favorite coffee shop with your dream client sitting across from you.
If your blog post, for example, is about what website builder is best for your small business but you end up talking about mood boards and Instagram posts, you’ve kind of gone off-topic and added in unnecessary information.
This will only bore readers as they are looking for something specific - that’s why they clicked on your post in the first place.
So be specific and cut out information that will overflow your copy and create confusion or boredom.
PRO TIP - Write down what you need to include in your copy and sift out what is unimportant. Then bullet-point your main ideas before you write any kind of content. That way, you will have the important details there without drifting from them. This will prevent you from adding in redundant info.
Use Uncomplicated Language
Another way to write simple copy that is successful is to use uncomplicated language.
Who wants to have to look up one word after another when reading a website, blog post, or email? It’s super draining and time-consuming, and if it’s not easy to read, no one is going to read it.
Write naturally and avoid trying to sound knowledgable or fancy. The best kind of language is conversational language - language that is real.
PRO TIP - Knowing your audience is key when it comes to choosing the kind of language to use. If they are knowledgeable and understand website design terminology, then you will be able to use more technical language knowing they will be able to understand. Think about your audience and write to them using words they know.
Get To The Point
No one likes to beat around the bush, especially when it comes to reading the information they need. To keep your readers involved, get to the point and explain what they need to hear - and do it quickly.
People like to know what you can do for them and how you can do it. If that isn’t clear from the get-go, the chances of keeping your reader on the page are low.
PRO TIP - Knowing your point and your why is the key to writing simple, successful copy. Make sure you understand your message in and out and you know exactly what you want your potential clients to gain. That way, uncertainty won’t show in your copy and you will position yourself as an authority.
Don’t Make It Too Long!
SEO will tell you that the longer your post or caption is, the better. Spoiler alert, there are a lot of other ways to get SEO on your side while blogging, which you can learn more about in this blog post.
However, balance is needed. Depending on what you are writing about, the length will vary.
For example, educational, informational posts will naturally be longer than an inspirational email or the copy on your homepage.
Having a mixture of copy lengths will not only strengthen your SEO but, more importantly, will keep your readers from becoming bored.
That’s the last thing you want as a business owner!
PRO TIP - Plan ahead. When preparing content and copy, plan out how long you intend to make it. Keep in mind the intention of what you are writing. Is it an education blog post, a newsletter, or an Instagram caption? This will determine the length of your copy.
SIMPLICITY IS KEY
I am all about simplicity! (You may have noticed that already…)
And I want you to succeed as a business owner, so I strongly recommend keeping your copy simple and clear.
Whenever you are writing, a great way to create simple copy is to remember the KISS principle.
What is The KISS Principle?
As a website designer, you may be familiar with this acronym:
Keep
It
Simple
Stupid
And it’s as easy as that! Whenever you are working on your own website copy or content for your business, keep the KISS principle in mind and you will be sure to write successful copy.
WHAT HAVE WE LEARNED?
When it comes to design, copy, and life - simplicity just fits best.
Building a successful website design business relies heavily on your copy and making a success of your copy. And, as we have seen, simplicity is the key.
Plus, it makes writing your own copy 10 times easier!
If you would like a little more guidance or advice on how to craft simple, successful copy, feel free to contact me or give me a follow on Instagram!
