Straight to the point
One of the best things about good copy is that it’s easy to understand and gets straight to the point that you’re trying to make. There’s no point in using jargon, or complex language to try and entice consumers in as it won’t be appealing to them. It can be easy to fall into using industry related terms or over exaggerating what it is you want to say, but realistically, most people aren’t going to understand, or may not have even heard of, the jargon that is related to the company you are writing for.
The idea is for consumers to read the copy, and by the time they get to a CTA (we’ll get to those later) they should have already made their mind up about their next steps, aka following the CTA or not. By using words that are hard to understand, or incredibly lengthy, a barrier is created between the reader and the business, with the reader finding it tricky to follow.
The human attention span is 8 seconds, which is a decrease from 12 in the year 2000, so it’s more important than ever to make sure you capture the attention of consumers and possible customers. The best way to do this is by using an eye-catching and bold headline – if the first line of your text is not intriguing to consumers, then all is lost.