You could have written the greatest copy in the world. Perfectly targeted with a killer offer. Great price. Unique and highly desirable. But I can tell you one way it is guaranteed NOT to work. And that’s if nobody reads it. Don’t laugh; it happens. There are a couple more than a dozen crucial things you must know and consistently DO to make your copy as easy to read as possible. Most people know some of these things. Very few people seem to know all of them… or at least USE all of them consistently. Which is a shame. Because every little thing that makes your copy even a little harder to read ends up costing you sales, more often than not. Today, we’ll show you how to put a stop to this. Here’s a preview of what we'll talk about: 1. Use short sentences. 2. Keep your paragraphs short. 3. Use bullet points for lists 4. Use short subheads and lead-ins. 5. Use simple language. 6. Write in the active voice. 7. Cut out extra words. 8. Highlight key phrases (bold or italics) 9. Write like you’re having a conversation. 10. Write directly to the reader. 11. Use numerals for numbers. 12. Use Morse Code (ellipses and long dashes) 13. Front-load what’s important. 14. Replace complex descriptions with simple ones.
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