How To Stop Complicating Your Copy

The more we know about the things that we do, the more complicated our language becomes. The more specific, the more jargony our language becomes.

Then when we want to try and impress people and show them what we know, we use tons of jargony language, but it doesn't work.

This is because the person on the other side is listening from a place of not knowing what we're talking about. They're listening from a place of complete new understanding.

If we want to connect with somebody in that state of new understanding, we have to use language that's simple. If we use complex language, they have to both decipher the language and the ideas.

To make ideas accessible, we use simple language that people can relate to.

As they come along on the journey, as they start to see what's real in your world, as they begin to learn about the topic, then you can use more interesting, more complex, more jargony language later on.

From the beginning, it has to be clear and simple. How do you know if it's clear and simple? You ask a 10-year-old.

If a 10-year-old can understand what your copy is saying, if they can explain to you what you're trying to communicate, you've got it right. Your copy should be clear enough for a 10-year-old to understand.

So, find a 10-year-old, show them your copy, and see whether or not it lands.