Do not, however, address your readers
as though they were gathered together
in a stadium. When people read your
copy, they are alone. Pretend you are
writing each of them a letter on behalf
of your client. One human being to
another, second person singular.
So if you wouldn’t say
something out loud to a friend,
don’t say it in your copy.
Write to be understood, not
to be an amazing writer.
In modern society, copywriting is a more
critical skill to master than ever before—
both online and offline. Why?
Consumers today are better educated
and more skeptical.
To reiterate, we’re writing for
people. So write with simple
Unless 99% of our customers
would know the word, don’t
When copywriters argue with me about
some esoteric word they want to use, I say
to them, “Get on a bus. Go to Iowa. Stay on
a farm for a week and talk to the farmer.
Come back to New York by train and talk to
your fellow passengers in the day-coach. If
you still want to use the word, go ahead.”
Copy should be written in the language
people use in everyday conversation.
The very best writing goes unnoticed.
That’s right. You don’t want someone to
read one of your ads and say, “Gosh, that
advertisement was sure well written!"