Why is simple better?

Keep it simple is a copywriter’s mantra. Simple is better – most of the time (I’ll explain this later).

Let’s focus on words first. The enormous benefit of using simple words is most people know them, use them and are comfortable with them. Therefore, you’re already giving your copy an inbuilt advantage because simple words will make it more readable for your audience.

But what if your audience is more specialist?

The beauty of simplicity is how it enables you to cut through the noise, clarify the points you wish to make and connect with your audience. This applies to all copy, however technical, specialist or niche.

What does simple mean?

Simple words are recognisable, readable and relatable. They also respect the reader – you're making it easier for them to read, digest and understand your messages.

Simplicity makes things clear. To get across an idea or make your case, use simple words. They have meanings everyone understands. Simplicity removes ambiguity. It enables you to state what you mean with absolute clarity.

You can apply simplicity to even the most industry-specific or complex topics. This isn't about dumbing down or patronising your readers. It's being transparent in your intent and delivery.

Writing simply with purpose

Does a sophisticated vocabulary carry more weight? This is a popular misconception. You see it expressed in typical business and management language, academic and research papers, technical and scientific and professional services content.

However, using complex and wordy language obscures the purpose of your content. If you make your ideas more difficult to grasp, you devalue them. You won't impress anyone with your delivery if you can't communicate the essential point you wish to make.

Complex vs intelligent

Taking a simple approach doesn't prevent you from writing intelligently. In fact, simplicity takes a considerable amount of intelligence – you've got to break down complex ideas into concise, easy-to-digest copy.

Simple writing is intelligent because it's about communicating ideas to make them stick. And this stickiness is critical for gaining your audience's attention, driving engagement and converting them.

What about jargon?

Is jargon the enemy of simplicity? It depends on your audience. If your audience is familiar and comfortable with certain industry-specific jargon, then in certain circumstances, it may be simpler to go with the flow.

Sometimes, trying to find simple words in place of jargon contributes to your message's complexity (and word count).

But do try and make sure the jargon doesn't dilute the essential thrust of your argument or obscure the clarity of your writing.

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Can you ever be too simple?

Everything you write has a context. You're always writing for an audience. Your words and tone of voice must be appropriate to this audience. Don't over-simplify things your audience will already be familiar with.

Always pitch your copy at the right level for your reader.

I’m a Manchester-based copywriter. I believe EVERYONE can benefit from well-written, purposeful content.

Get in touch and I’ll show you how I can help you attract, engage and convert your target audience.