Write your sales letter in simple English – you are not writing a thesis on the theory of quantum physics that only a nuclear physicist needs to understand.

But…

You do need to use a level of English that your target audience would expect.

You are writing to a ‘normal’ audience and need to address them in simple terms, remember too that many of your prospects will be non-native speakers of English. Can you understand their language? No! So, don’t insult them by using highly convoluted words and phrases that only an Oxford professor will understand!

Professional business people are especially prone to using technical jargon and high level words that only another professional in the same field would understand. If you are in this field you should take extra care to simplify your sentences and avoid the jargon.

However, having said that, sometimes if you are writing to a specific niche where the readers would expect it targeted Jargon is OK.

If any of your prospects have to look for a dictionary to understand your sales message – Goodbye! – Remember, there are no distractions allowed!

Once again – Know your target market and address your sales letter directly to them in the manner that they are most likely to respect and understand.

Make it simple for them to understand your message and use whatever tools you need to convince them that your product is the solution to their problems. If you need to add a before and after photo – Do it. If you need to add audio to emphasise a point – Do it. If you need to add a video message – Do it!

“Whatever it takes to get the sale is what is necessary to do!” – But don’t use illegal or back hand methods… You want repeat, long term customers…

By the way did you get your Copywriting Power Guide yet?

It’s easy, just fill in your name and address in the box to the right and as soon as you’ve confirmed you want it, the power guide will be winging it’s way to your mailbox.

Take care,

Stuart.