Do you ever look at a website, advertisement or marketing piece and wonder what it is all about?

It takes time and effort to simplify marketing messages.

This does not equate to dumbing the copy down.

By making it simple, I am referring to the way in which your copy conveys your ideas into the reader’s mind.

Subject experts understand a product or service inside out and backwards.

When you read their explanation of what their product or service does, it can make you feel seasick as your mind is turned inside out by their convoluted explanations.

Just because they understand it, it does not mean that we can understand it.

Copywriters and marketers spend a great deal of their time clarifying complex product and service descriptions. I used to do this, when I was a full-time copywriter. I am still doing it today for clients and copywriting workshop delegates.

When you write, write quickly.

Then edit your copy.

Then read it slowly and ask yourself: would a non-expert understand this?

Nigel Temple

Nigel Temple

Nigel Temple BA (Hons) MCIM is a marketing consultant, speaker and trainer. He helps enterprises to find more customers and to communicate with them more effectively. Email: | Call: +44 (0)1628 773128