It's so tempting. It happens to even the best copywriters and marketers. When we're not totally clear on WHO we're talking to and what our MESSAGE is, we resort to trying to sound good and be convincing.

This. Is. Dangerous.

People smell it from a mile away and they're (rightfully) allergic. Think of the last time someone tried to convince you of their position. Did it feel good? Did you want more of that?

Nope.

If you want your message to get heard, forget about sounding good. Forget about being convincing. What you want to be is clear.

The clearest message wins. Whether we're talking marketing, politics, parenting, or anything else, the clearest message wins not so much because of the particulars of what we're saying, but because of the clarity itself.

When something is clear, our brains go “Ah-hah! That makes sense. I get it!” Clarity is satisfying for the brain. It feels good. In a complex and confusing world, clarity is a relief. Clarity draws people to you because as humans we like the simplicity and sense of confidence clarity gives us.

So when you're writing copy for your business--whether it's a website, sales page, email, or an Instagram post, here's what you want to do:

1. Be clear.
2. Avoid being cute. This tends to confuse people, in which case you lose them. In most cases, it's also a turn-off. (In which case, you also lose them.)
3. Avoid being clever. This too is likely to confuse people. It also sounds like you're trying too hard. (Which you probably are).
   

You’re off the hook now! You don’t have to be cute. You don’t have to be clever. You don’t even have to be a master wordsmith.

You just have to be clear.
Clarity wins every time.

Need help getting your copy clear?

Schedule a Collaborative Copywriting Session with Kai.

Inspiration: Weird is good

Do you consider weirdness an asset or a liability?

In a world that trains us to fit in, most of us get good at featuring what makes us like everyone else and even better at hiding what makes us different. That strategy probably helped you survive as a kid, but it's not going to help you grow your business. To get people to invest in your products or services you have to show them how you and your brand are different than the other options.

What makes you weird makes you wonderful. Being different is a competitive advantage.'

- Chris Do

Designer, Strategist, and Founder of The Futur

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Bring who you are. Share your gifts. Live your purpose.

Because we need paradigm-shifting entrepreneurs to help create the new world where everyone thrives.

Thanks for doing what you do in the world,

Kai & Michael

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