The copy

Which do you find easier to read – Chaucer or The Sun editorial?  My guess is that whilst we hate to admit it, The Sun will win out every time.  I’m not suggesting that you copy their writing style, but elements of it are admirable. It’s clear what they are about.  They use short, punchy sentences.  There is little ambiguity over what is meant and you don’t need to re-read any of it because it was clear the first time.  At school we are taught to expand our vocabulary and write to impress.  With direct mail copy almost the opposite is true. You want to use words that everybody will understand and that people won’t stumble over.

One good way to discover any pitfalls is to read out loud what you have written and see if any bit makes you stumble.  If they do, re-write it until the whole letter flows smoothly.  Another important aspect is to use sub-headings to break up the text and use a PS at the end of your letter.  When it’s all written, look at it without reading the words.  Does it look like hard work to read? If it does, see if you can break it up with spaces and breaks.  

This material comes from one one of the Marketing Mentor Marketing Seminars.