How to write copy even grandpa would read

So you've written some great copy and uploaded on your website; bought some ad space where it would appear in front of the most people, and it still isn't producing the results you want. Now what? Consider my 6 rules of writing for the masses.

1. Avoid Jargon
Probably the hardest rule to abide by. You might think that your target audience should understand a certain level of jargon, but what if they don't? Do you really want to confuse those who don't understand all the industry terminology? The goal of copywriting should always focus on allowing the message to reach the maximum number of people.

2. Avoid complex sentence structure
This is a great exercise for coming up with really simple, easy-to-understand copy: Reduce your sentences to their lowest form. Instead of using a semicolon, use a period. Instead of adding a whole bunch of adverbs, use one really good one. If you can write a 60 word paragraph in 40 or 30 words, DO IT! It may seem obvious. If you're paying for ad space, why use 20 or 30 extra words. If your audience is reading you're ad, why make them read an extra 20 or 30 words to get your message. This point is often overlooked for cool, wordy copy. You're not writing for your editor, you're writing for your audience.

3. Give relevant and unique examples
This is where you really want to know you're market, and create examples that won't just illustrate the point you're trying to make, but also leave a lasting impression.

EXAMPLE:
Which one would you rather read?

... just like all those other high-end hand bags. (e.g. Gucci, Prada, LV)

... just like all those other high-end hand bags. (e.g. The Gucci bag Brad Pitt uses as a cary-on, or the Prada bag I tripped over this morning.)

Either example would give you the clarification you would require, but the second one provides an image and a story to go along with the clarification.

4. Use subheadings
This is, not only, the easiest way to organize your ideas, but also allows readers to find the information they need quickly. My suggestion for writing really great copy: use provocative headlines that relate back to the main headline.

EXAMPLE:

MAIN HEADLINE: How to write copy even grandpa would read

SUBHEAD: Avoid Jargon BETTER HEADLINE: Grandpa doesn't use jargon, why do you?

5. Avoid using an inappropriate tone
You need to know your market, and if you're writing for the masses, you need to understand how to use a neutral tone. Don't get me wrong; I'm not telling you to be boring. You can still be edgy without ostracizing everyone who doesn't like the tone you're writing in.

SUGGESTION: If you're not a very good writer, take acting classes. This will allow you to invoke the spirit of the least offensive voice for your market. Maybe writing as if you were a 5 year old would be a good tone. Maybe writing as though you were an angry teenaged boy talking to his mom on a cell phone would work best. Acting class can help you create characters, and get into character while you write.

6. Use technological support sparingly
I've seen many sites using Shockwave games, file uploading, text field inputs, video playback, interactive shooting features, and mouse icon manipulation just to have them get in the way of their overall message. The primary focus of your advertising, and all your collateral is to get the customer to buy whatever it is that you're selling. If you want to separate someone from their money, you better hit them with the best message you can come up with. (Generally the best messages are very simple, and eliminate all risks any perspective customer may have of making the purchase.)

Comments or questions: get.jordan@jordanjulien.com